Color and engagement in touristic Instagram pictures: A machine learning approach

Joanne Yu and Roman Egger

Annals of Tourism Research, 2021, vol. 89, issue C

Abstract: Color plays a critical role in recognizing tourist experiences and influencing their emotions. By classifying tourism photos on Instagram using machine learning, this study uncovers the relationship between color and user engagement based on pictures with different features. The findings show that the presence of the color blue in photos featuring natural scenery, high-end gastronomy, and sacral architectures contributes to user engagement. A red/orange color scheme enhances pictures regarding local delicacies and ambience, while the coexistence of violet and warm colors is crucial for photographs featuring cityscapes and interior design. By taking a broader lens from aesthetic philosophy and narrowing down to color psychology, this study offers guidelines for marketers to promote tourism activities through the application of color.

Keywords: Color psychology; Engagement; Instagram; Tourism photography; Machine learning; Aesthetics (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0160738321000761
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:anture:v:89:y:2021:i:c:s0160738321000761

DOI: 10.1016/j.annals.2021.103204

Access Statistics for this article

Annals of Tourism Research is currently edited by John Tribe

More articles in Annals of Tourism Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().