Annals of Tourism Research

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. • This study infuses the effects of color into tourism marketing on Instagram. • The interplay between the effects of color and user engagement is critical. • Machine learning opens new avenues for visual tourism research. • Color manipulation can optimize marketing performance on social media.

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