Color and engagement in touristic Instagram pictures: A machine learning approach
通过机器学习对Instagram旅游照片分类，发现蓝色在自然风景、高端美食和宗教建筑照片中提升用户参与度，红橙色增强地方美食和氛围照片，紫与暖色共存对城市景观和室内设计照片重要。
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.