ePrints

In living color? Understanding the importance of color complexity in listing images for accommodation sharing

Lookup NU author(s): Professor Stuart Barnes

Downloads

• Accepted version [.pdf]

Licence

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).

Abstract

© 2022 Elsevier LtdThe impact of color psychology on behavior has been clearly demonstrated for tangible products and advertising. However, the use of colors in combination has had little attention and has not been examined in the service context. This paper tests the small palette principal and the visual coherence perspective in an accommodation sharing setting. The studies are based on machine learning using large-scale data sets of US accommodation, with n = 1053 final images in study 1 and n = 1654 in study 2. Overall, the paper finds support for the small palette principal across the two studies. Study two tested the visual coherence perspective and found that significantly lower average distances between colors in perceptual space were found for listing images of properties with higher patronage. The implications are that in order to increase patronage, accommodation hosts should pay attention to the nature of color features of the listing images used for their properties.

Publication metadata

Author(s): Barnes SJ

Publication type: Article

Publication status: Published

Journal: Tourism Management

Year: 2022

Volume: 90

Print publication date: 01/06/2022

Online publication date: 06/01/2022

Acceptance date: 30/12/2021

Date deposited: 31/12/2021

ISSN (print): 0261-5177

ISSN (electronic): 1879-3193

Publisher: Elsevier Ltd

URL: https://doi.org/10.1016/j.tourman.2021.104487

DOI: 10.1016/j.tourman.2021.104487

Altmetrics

Share