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中文摘要：
色彩影响着人们的情感状态和选择意向。当旅游目的地意象被色彩化并赋予一定的涵义，它就成为目的地品牌定位、意象设计和营销战略制定的有力工具。本文以到访西安的跨文化游客群体为研究对象，以我国旅游意象色彩认知为研究内容，在调研数据对应分析和深度访谈资料挖掘补充基础上，初步研究了跨文化群体游客对我国目的地意象色彩认知的特点及基础规律。研究结果显示：①跨文化群体游客对我国旅游意象色彩认知基本统一，以红、黄、绿三色为主；②跨文化群体游客的旅游目的地意象色彩认知深度具有层化结构；⑧旅游体验和经历导致其目的地意象色彩认知趋同于目的地文化背景；④旅游目的地意象中的具象是导致跨文化群体游客色彩认知转化的主因。文后就研究不足和未来研究方向进行了说明。
英文摘要：
Color affects people＇ s emotional state and choice intentions. When the destination image is colored and given a certain meaning, it will be a powerful tool for the destination brand positioning, the image design and the marketing strategy planning. By using the method of correspondence analysis and interviews, taking the cross-culture tourists＇ color cognition about Chinese destination image as the research object, this paper concluded that, first, the color cognition of cross-culture tourists about Chinese destination image is basically accordant, and red, yellow, and green are the most common choice. Second, the cognitive structure of destination image color has a progressive attribution. Third, tourism experience makes the color cognition about destination image tend to be the same as the cultural background of the destination. Fourth, destination entity image is the main reason for the color cognition to transform. Finally, the paper indicated the defects of this study and put forward some suggestions for the future research.
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