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《Tourism and Hospitality Prospects》 2017-05
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Research on the Characteristics of Visitors' Preference for Tourism Landscape in Fenghuang:Based on the Color Representation Analysis of Travel Photos

XU Chunxiao;CHENG Jin;Tourism College,Hunan Normal University;  
The competition is becoming more and more fierce among tourism destinations. Tourism landscape is one of the basic elements of tourism activities. Visitors' preferences for tourism landscape is directly related to the destination decision making and the research on visitors' preference for tourism landscape has great practical and academic significance. Color analysis is employed as the technical means to analyze travel photos from the website of Mafengwo in three steps. Firstly content analysis is used to construct corresponding relations between tourism landscapes and colors. The colors can be divided into 11 types of red, orange, yellow, green, cyan, blue, purple, white, black, gray and brown. Secondly calculate given value centrality and degree centrality of colors, and divide 11 colors into the categories of core and periphery using social network analysis. Thirdly use social network analysis to find Co-occurrence of colors. The results show that visitors' preference for various tourism landscapes of Fenghuang presents a clear hierarchical structure and can be segmented into three groups: the first group of landscapes is of the "ancient color", as is represented by Vernacular Pillar-Supported Dwellings and ancient city walls; the second group of landscapes is of the "night color" as is represented by the night view along the Tuojiang river; the third group of landscapes is of "various colors", as is represented by the ethnical food and costumes of the Miao nationality. It is suggested that the ancient city of Fenghuang should enhance its core competitiveness by preserving traditional architecture, creating unique cultural atmosphere, and innovating cultural tourism activities. It is also advised to improve the night views of Fenghuang, create a romantic atmosphere, concentrate on landscape color construction; enrich tourism products so as to create diversified tourism experiences and support new formats. As the paper has its own limitations, its authors will consider constructing a more detailed color classification system or publishing different color classification based on different tourism products in the future.
【Fund】: 湖南省教育厅高校科研重点项目(15A123);; 湖南省研究生科研创新项目(CX2017B205)成果
【CateGory Index】: B848;F592.7
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