Coloring the destination: The role of color psychology on Instagram

被引:91
作者
Yu, Chung-En [1 ]
Xie, Selina Yuqing [2 ]
Wen, Jun [3 ]
机构
[1] Salzburg Univ Appl Sci, Dept Innovat & Management Tourism, Urstein Sud 1, A-5412 Puch Salzburg, Austria
[2] Univ Leeds, Appl Translat Studies, Woodhouse, Leeds LS2 9JT, W Yorkshire, England
[3] Edith Cowan Univ, Sch Business & Law, Joondalup, WA 6027, Australia
关键词
Color; Instagram; Post popularity; Online marketing; Content analysis; Data mining; Destination branding; SOCIAL MEDIA; TOURISM; POPULARITY; IMAGE; BRAND; EXPERIENCE; CONSUMERS; HOSPITALITY; PERCEPTIONS; RESPONSES;
D O I
10.1016/j.tourman.2020.104110
中图分类号
X [环境科学、安全科学];
学科分类号
08 ; 0830 ;
摘要
Color psychology plays important roles in product packaging, the retail environment, and online marketing. This study analyzed current practices related to color composition in tourism-related photographs on Instagram. Data mining and pictorial content analysis were adopted to investigate how lightness, chroma, and hue may influence Instagram posts' popularity. Generally, individuals appeared more likely to respond to brighter and more saturated destination pictures. Orange, yellow, blue, and violet contributed significantly to post popularity based on different photographic typologies. Overall, color is a complex construct that functions within diverse dimensions and can enrich tourists' destination-related perceptions. Based on brand post popularity and color theories, the study findings provide valuable implications for effective and efficient destination promotion via Instagram. Relevant limitations and future directions are also discussed.
引用
收藏
页数:12
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