基于色彩心理学的三亚旅游品牌形象色彩策略研究

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Research on the Color Strategy of Sanya Tourism Brand Image Based on Color Psychology

YuXiaxuan/Minzu University of China

Abstract：Basedoncolor psychology，thisresearch developsan integrated brandcolorstrategyaimed at promotingtheupgradeof Sanya's tourismbrandimageandenhancingitscompetitivenes.Troughquestioairesurveys，iextractsusers'colorpercptios andemotionalresponses toSanya’snaturalandculturalelements，refningthemintoregionalcolorgenes.Thesegenesarecombined withtourist joumeymappingtocreatesenariobasednaratives，enablingthepreciseaplicationofthecolorstrategyacrosthe entiretourismexperienceandachievingculturaladaptation.Thestrategyuses tropicalnaturaltonestoestablishthefunctional andemotionalfoundationofthetourismappinterface.Bysystematicallyappyingcolor，itensuresaunifedSanyatourismbrand image is conveyedfrom digitalinteractiontophysicalexperience，therebystrengtheningemotionalconnection and guidinguser behavior.This studyprovidesascientificpathwayfortourismdestinationbrandupgading.Whileenhancing visitorexperienceand emotionalresoaneandsapingauifddtictivebradiage，italsoofsaepliablepracticalparadigmforthegulity development of tourism in China.

Keywords： Color Psychology;Sanya Tourism;Brand Upgrade;Regional Cultural Translation;Color Strategy

0 引言

旅游品牌不仅是增强城市旅游竞争力的核心要素，更是推动区域经济高质量发展的重要引擎。（剩余4861字）