The Effect of Color Saturation of Travel Pictures on Consumer Appeal

Li Lin, Yuting Chen, Hong Zhu and Jiwang You ()
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Li Lin: Business School, Nanjing University, Nanjing 210093, China
Yuting Chen: Business School, Nanjing University, Nanjing 210093, China
Hong Zhu: Business School, Nanjing University, Nanjing 210093, China
Jiwang You: Business School, Nanjing University, Nanjing 210093, China

Sustainability, 2023, vol. 15, issue 19, 1-27

Abstract: In the Internet era, online channels have contributed significantly to tourism marketing and promotion. Consumers will receive tourism information online to reduce information asymmetry. Moreover, with overwhelming levels of information, consumers may only get a limited amount of information. Therefore, the primary concern for marketers lies in capturing consumers’ attention during this stage. Visual design is essential among the various factors researchers have thoroughly investigated. Studies have recognized the importance of the color characteristics of travel photos on consumer decisions. However, these studies often focus their analysis on tonal information while neglecting the intuitive emotional impact of color saturation on consumers. Consequently, this study aims to distinguish and categorize different tourist destinations to explore the impact of saturation characteristics of attraction photos on consumer appeal in online scenarios. This study contributes to existing knowledge of color context theory, enhancing its contextual application. The findings presented in this paper have implications for developing more effective visual marketing strategies.

Keywords: saturation; geographic distance; attractiveness; color psychology (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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