Abstract:

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.

Key words: visitors’, preference for tourism landscape, photo colors, ancient city of Fenghuang

摘要：

旅游景观偏好特征直接关系到目的地的选择决策,研究意义重大。本文以游记照片色彩分析为技术手段,采用内容分析法以11种色彩实现凤凰古城景观分类,运用社会网络分析法划分旅游者景观偏好的核心/边缘部分,结果显示,凤凰古城旅游景观偏好呈现明显的等级结构,可以分为3个层次：以“古色”为基底的聚焦类景观群;以“夜色”为基底的喜爱类景观群;以“多彩”为基底的偏爱类景观群。凤凰古城在旅游业发展过程中应重视以下方面：保护传统建筑,浓化厚重感文化氛围;加强夜色景观建设,营造情感化浪漫氛围;丰富旅游产品,构造多样化体验氛围。

关键词: 旅游景观偏好, 照片色彩, 凤凰古城