Exploring the cultural influence on tourists' color perceptions: A study of tourist photography

The Stimulus-Organism-Response (S-O-R) model suggests the possibility of preferred color schemes attracting tourists to a destination, while the Ecological Valence Theory posits variations in such preferred colors and interpretations across cultures. This study investigates these positions by analyzing colors in tourist photographs of Gyeongbokgung Palace from six countries, operationalizing cultural differences among countries using Hofstede's cultural dimensions. Employing a quantitative approach to prioritize color appearances and a manifest content analysis to uncover perceptions linked to colors, this study found significant disparities in color-related perceptions, even among culturally similar nations. Despite a common color set emerging across different cultures, darker tones are associated with cultures characterized by high power distance, collectivism, masculinity, and uncertainty avoidance. These findings provide valuable insights for destination marketers and cultural tourism researchers by linking Hofstede's dimensions to color preferences, enhancing the connection between cultural traits and the S-O-R model.