Original Articles

Color Cognition of China Tourism Destination Image Within the Groups of Cross-culture Tourists

  • 1. School of Tourism and Environment, Shaanxi Normal University, Xi'an 710062, China;
    2. Guanghua School of Management, Peking University, Beijing 100871, China

Received date: 2010-10-01

  Revised date: 2011-01-01

  Online published: 2011-02-25


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.

Cite this article

BAI Kai, ZHANG Chunhui, ZHENG Rongjuan, XIA Xue . Color Cognition of China Tourism Destination Image Within the Groups of Cross-culture Tourists[J]. PROGRESS IN GEOGRAPHY, 2011 , 30(2) : 231 -238 . DOI: 10.11820/dlkxjz.2011.02.013


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