Acta Geographica Sinica ›› 2012, Vol. 67 ›› Issue (4): 557-573.doi: 10.11821/xb201204011

Previous Articles     Next Articles

The Research on American Tourists about Their Cognition of Color Image of Urban Destination

BAI Kai1,2   

  1. 1. School of Tourism and Environment; Shaanxi Normal University; Xi'an 710062, China;
    2. Guanghua School of Management, Peking University, Beijing 100871, China
  • Received:2011-07-19 Revised:2011-11-11 Online:2012-04-20 Published:2012-06-11
  • Supported by:
    National Natural Science Foundation of China, No.40901077

Abstract: Colour is very important for the explicit form and structure of tourist destination imagery, although it has been widely used in the construction and development of tourist destinations, the theory research is still nearly blank. This article takes the American tourists in China as objects and the cross-cultural cognition of color image of urban destination as content, and acquires the research material through 10 batches of passengers tracking in the whole journey. Then it constructs the American tourists' cognitive dimensions of color image of destination by using the grounded theory, furthermore, tests the theory saturation of this research by way of fixed-point.
The results show that: (1) the major factors affecting tourists' cognition of color image of destination are the fundamental key of urban color and construction, tourism attractions, interpersonal influence, perception of cultural differences, travel experiences, cultural and natural environment in tourism destination; (2) the tourists' cognition of color image of destination have two components, that is, visual colour and conceptual colour; (3) the personal preferences and tourists emotions affect their cognition of color image of destination directly, moreover the affection generates behavior intention directly; (4) tourists' cognition of color image of destination will stimulate their behavior intention. Finally, this paper has discussion on the concept model of the mechanism and process of cognition about color image of urban tourism destinations.

Key words: urban tourism destination, cognition of color image, passenger tracking, grounded theory, American tourists