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

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  • Yu, Joanne
  • Egger, Roman

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.

Suggested Citation

  • Yu, Joanne & Egger, Roman, 2021. "Color and engagement in touristic Instagram pictures: A machine learning approach," Annals of Tourism Research, Elsevier, vol. 89(C).
    • Handle: RePEc:eee:anture:v:89:y:2021:i:c:s0160738321000761
    DOI: 10.1016/j.annals.2021.103204
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    1. Nasiri, Hakimeh & Kirillova, Ksenia & Wassler, Philipp, 2024. "Beyond beauty: Ugly and borderline tourism aesthetic experiences," Annals of Tourism Research, Elsevier, vol. 105(C).
    2. Sofía Blanco-Moreno & Ana M. González-Fernández & Pablo Antonio Muñoz-Gallego & Roman Egger, 2024. "What do you do or with whom? Understanding happiness with the tourism experience: an AI approach applied to Instagram," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-16, December.
    3. Kirillova, Ksenia, 2023. "A review of aesthetics research in tourism:," Annals of Tourism Research, Elsevier, vol. 100(C).
    4. Neuhofer, Barbara & Egger, Roman & Yu, Joanne & Celuch, Krzysztof, 2021. "Designing experiences in the age of human transformation: An analysis of Burning Man," Annals of Tourism Research, Elsevier, vol. 91(C).
    5. César González-Martín & Miguel Carrasco & Germán Oviedo, 2022. "Analysis of the Use of Color and Its Emotional Relationship in Visual Creations Based on Experiences during the Context of the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(20), pages 1-16, October.
    6. Luo, Anqi & Mattila, Anna S., 2023. "When and how to sell pleasurably painful experiences," Annals of Tourism Research, Elsevier, vol. 103(C).
    7. Giuseppe Crapa & Maria Elena Latino & Paolo Roma, 2024. "The performance of green communication across social media: Evidence from large‐scale retail industry in Italy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 493-513, January.
    8. Yu, Joanne & Dickinger, Astrid & So, Kevin Kam Fung & Egger, Roman, 2024. "Artificial intelligence-generated virtual influencer: Examining the effects of emotional display on user engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    9. Li Lin & Yuting Chen & Hong Zhu & Jiwang You, 2023. "The Effect of Color Saturation of Travel Pictures on Consumer Appeal," Sustainability, MDPI, vol. 15(19), pages 1-27, October.

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