Research On The Color Image Of Tourist Destination Based On Tourist Perception

At present,the related research of destination image occupies an extremely vital position in the exploition and development of destination.The development of modern tourism is in the stage of “image orientation”.Attractive destination images can contribute significantly to the local economy and have far-reaching implications for local social and environmental development.There are more and more studies on the specific image of the destination,in which color is an important explicit form of the image of the tourist destination.In fact,color is not only widely adopted in the dissemination process in terms of destination image,but also applied in the shaping and dissemination of national image and provincial image.In this context,the study of the color image of destination has been paid more and more attention in recent years.Drawing on the existing research results,experience and research methods of destination image,this study discusses the internal structure of the color image of destination perceived by tourists and the causal relationship between the color image of destination and tourists' perceived satisfaction.First of all,via literature analysis and in-depth interviews,this paper constructs the hypothetical model of the internal structure of the color image of destination,and determines the dimensions of tourists' perception of the color image of destination,as well as the specific scale items.Secondly,this paper puts forward the influencing model of the color image of destination and tourists' satisfaction.On this basis,the design of the questionnaire is carried out.Then,taking a number of scenic spots in Guizhou Province as the research sites,the questionnaires are distributed.Finally,SPSS22.0 and AMOS24.0software are adopted to describe statistical analysis,factorial analysis,variance analysis and structural equation modeling,and combined with the results of data analysis to verify and discuss the models and assumptions.Via the data analysis,the following principal conclusions are drawn.1.The color image of destination perceived by tourists has three dimensions: “visual color”,“cultural color”and “color association”,in which color association is significantly positively affected by cultural color and visual color.Cultural color is positively influenced by visual color.Visual color and cultural color have a significant positive effect on satisfaction.Color association has a significant negative effect on satisfaction.2.The color images of destination perceived by different groups are as follows: there is no definite difference in gender perception of visual color,cultural color,color association and satisfaction.There are great differences in visual color,cultural color,color association and satisfaction among tourists of different ages,educational background and occupation.Finally,in accordance with the conclusions of the empirical study,the paper puts forward some suggestions on the development of the color image of destination,and points out the shortcomings of the paper and the prospects for the future.