In a recent poll by Hong Kong University, less than 23 percent of people in Hong Kong reported positive feelings toward mainlanders, considerably lower than the 41 percent reported in 2008. When asked to name their identity, a majority of responders chose "Hong Kong Chinese" and "Hong Kong people" over "Chinese," the least preferred option, especially among youths. A series of incidents has highlighted Hong Kong residents' declining affinity for the mainland's culture and people, including a boycott of donations to earthquake victims in Sichuan and displeasure with a new China-oriented national education curriculum. For many Hong Kong natives, mainland business elites and tourists have strained already limited space and resources. The mainland-Hong Kong cultural clash has become increasingly visible. Beijing had hoped intensive economic and cultural exchanges would promote ties with Hong Kong, easing the 50-year transition process toward direct rule of the special region.