色彩影响着人们的情感状态和选择意向。当旅游目的地意象被色彩化并赋予一定的涵义，它就成为目的地品牌定位、意象设计和营销战略制定的有力工具。本文以到访西安的跨文化游客群体为研究对象，以我国旅游意象色彩认知为研究内容，在调研数据对应分析和深度访谈资料挖掘补充基础上，初步研究了跨文化群体游客对我国目的地意象色彩认知的特点及基础规律。研究结果显示：①跨文化群体游客对我国旅游意象色彩认知基本统一，以红、黄、绿三色为主；②跨文化群体游客的旅游目的地意象色彩认知深度具有层化结构；③旅游体验和经历导致其目的地意象色彩认知趋同于目的地文化背景；④旅游目的地意象中的具象是导致跨文化群体游客色彩认知转化的主因。文后就研究不足和未来研究方向进行了说明。
Color affects people’s emotional state and choice intentions. When the destination image is colored and given a certain meaning, it will be a powerful tool for the destination brand positioning, the image design and the marketing strategy planning. By using the method of correspondence analysis and interviews, taking the cross-culture tourists’ color cognition about Chinese destination image as the research object, this paper concluded that, first, the color cognition of cross-culture tourists about Chinese destination image is basically accordant, and red, yellow, and green are the most common choice. Second, the cognitive structure of destination image color has a progressive attribution. Third, tourism experience makes the color cognition about destination image tend to be the same as the cultural background of the destination. Fourth, destination entity image is the main reason for the color cognition to transform. Finally, the paper indicated the defects of this study and put forward some suggestions for the future research.
[1] Pike S. Destination image analysis--a review of 142 papers from 1973 to 2000. Tourism Management, 2002, 23(5): 541-549.
[2] 白凯. 旅游目的地意象定位研究述评: 基于心理学视角的分析. 旅游科学, 2009, 23(2): 9-15.
[3] 赵仁杰. 彩绘目的地:台湾观光目的地意象评估与色彩行销运用[D]. 台湾静宜大学, 2009.
[4] Boulding K E. The Image. Ann Arbor: University of Michigan Press, 1956: 10-11.
[5] Lvnch K. The image of the city. Cambridge Mass: MIT Press, 1960: 46-48.
[6] Fakeye P C, Crompton J L. Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley. Journal of Travel Research, 1991, 30 (2): 10-16.
[7] Reynolds W H. The role of the customer in image building. California Management Review, 1965, 7(3): 69-76.
[8] Walton S D. American business and its environment. New York: Mac Milton Company, 1966: 97.
[9] Gunn C A. Vacationscape: Designing tourist regions. New York: Van Nostrand Reinhold, 1988.
[10] Gartner W C. Image formation process. Journal of Travel and Tourism Marketing, 1993, 2(2): 191-215.
[11] Crompton J L. An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon the image. Journal of Travel Research, 1979, 18(4): 18-23.
[12] Baloglu S, McCleary K W. A model of destination image formation. Annals of Tourism Research, 1999, 26(4): 868-897.
[13] 白凯, 马耀峰, 李天顺, 等. 西安入境旅游者认知和感知价值与行为意图. 地理学报, 2010, 65(2): 244-255.
[14] Paterson I. A dictionary of colour: A lexicon of the language of colour. London: Thorogood, 2004: 16.
[15] 林书尧. 色彩学概念. 台北: 三民书局, 2000: 133-136.
[16] Zollinger H. Color: A multidisciplinary approach. New York: Wiley-VCH, 1999: 45-98.
[17] Berelson B, Steiner G A. Human behavior: An inventory of scientific findings. New York: Harcourt, Brace & World, 1964: 12.
[18] 李天任. 色彩喜好之探索与应用研究. 台北: 亚太图书, 2002: 21.
[19] 陈俊宏, 黄雅卿. 色彩嗜好调查研究报告. 国立云林技术学院学报, 1996, 5(2): 95-105.
[20] Saito M. A comparative study of colour preferences in Japan, China and Indonesia, with emphasis on the preference for white. Perceptual and Motor Skill, 1996, 83(1): 115-128.
[21] Camgoz N, Yener C, Guvenc D. Effects of Hue, Saturation, and Brghtness on Preference. Color Research and Application, 2002, 27(3): 199-207.
[22] Thurstone L L. A law of comparative judgment. Psychology Review, 1994, 11(2): 266-270.
[23] Adams R J. An evaluation of color preference in early infancy. Infant Behavior & Develpment, 1987, 10(2): 143-150.
[24] Hess E H, Polt J M. Pupil size as related to interest value of visual stimule. Science, 1960, 132(3423): 349-350.
[25] Janisse M P, Peavler W S. Pupillary Research Today: emotion in the eye. Psychology Today, 1974, 7(9): 60-63.
[26] Pieters R, Rosbergen E, Wedel M. Visual attention to repeated print advertising: A test of scanpath theory. Journal of Marketing Research, 1999, 36(4): 424-438.
[27] Outing S, Ruel L. What We Saw Through Their Eyes[EB/OL]. Eyetrack III-Online News Consumer Behavior in the Age of Multimedia, 2004-09-08[2010-09-10]. http://www.poynterextra.org/eyetrack2004/main.htm
[28] 薛薇. SPSS统计分析方法及应用. 北京: 电子工业出版社, 2004: 363.
[29] 杜强, 贾丽艳. SPSS统计分析: 从入门到精通. 北京: 人民邮电出版社, 2009: 427-437.
[30] Jacobs L, Keown C, Worthley R, Ghymn K I. Cross-cultural colour comparisons: Global marketers beware. International Marketing Review, 1991, 8(3): 21-30.
[31] Grossman R P, Wisenblit J Z. What we know about consumers' color choices. Journal of Marketing Practice: Applied Marketing Science, 1999, 5(3): 78-88.
[32] Johnson D. Do different colors affect your mood?[EB/OL]. Infoplease: All the knowledge you need, 2007-11-20[2010-08-02]. http://www.Infoplease.com/spot/colors1.html.
[33] Aslam M. Are you selling the right colour? A cross-cultural review of colour as a marketing cue. Journal of Marketing Communications, 2006, 12(1): 15-30.
[34] Bellantoni P. If It's Purple, Someone's Gonna Die: The Power of Color in Visual Storytelling. Burlington: Focal Press, 2005: 37.
