نشریه علمی

تحلیل نقش رنگ در ادراک منظر گردشگری

دوره 6، شماره 22
پاییز 1404
صفحه 6-19

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه گردشگری، دانشکدۀ تجارت و گردشگری، دانشکدگان مدیریت، دانشگاه تهران، ایران

2 گروه بازاریابی گردشگری، دانشکدۀ گردشگری، دانشگاه علم و فرهنگ، تهران، ایران

چکیده
منظر در گردشگری به‌عنوان عنصر کلیدی ایجاد تجربه‌ای غنی و به‌یادماندنی، نه‌تنها ویژگی‌های طبیعی (کوه‌ها، دریاها، جنگل‌ها) بلکه میراث فرهنگی، معماری و محیط‌های انسان‌ساخت را شامل می‌شود. این مفهوم تأثیر مستقیمی بر ادراک گردشگران و رضایت از سفر دارد. در این میان، رنگ به‌عنوان جنبه‌ای بنیادین در تعریف منظر، قادر به برانگیختن احساسات، نمایش هویت فرهنگی و تأثیرگذاری بر رفتار گردشگران است (مانند تأثیر رنگ‌های گرم بر افزایش انرژی یا رنگ‌های سرد بر القای آرامش). بااین‌وجود، نقش رنگ در منظر گردشگری علی‌رغم اهمیت آن، کمتر بررسی علمی شده است. این پژوهش با هدف تحلیل نقش رنگ در طراحی و ادراک منظر گردشگری و با تمرکز بر سه پرسش محوری انجام شده است: چگونه می‌توان از رنگ به‌عنوان ابزار استراتژیک برای تقویت تجربۀ گردشگران بهره برد؟ چه عواملی در طراحی منظر رنگی مقاصد گردشگری باید مدنظر قرار گیرند؟ چه تفاوت‌هایی میان تأثیر رنگ بر مناظر طبیعی و مناظر فرهنگی وجود دارد؟ در نهایت ارائه راهکارهایی برای بهبود هویت بصری مقاصد گردشگری است. این مقاله با روش پژوهش توصیفی-تحلیلی و مرور سیستماتیک پریسما منابع (۲۰۰۰-2025) از پایگاه‌های داده استنادی اسکوپوس (Scopus)، وب آف ساینس(Web of Science) و مقالات علمی-پژوهشی داخلی پرداخته است. معیار شمول، انطباق با اهداف و پرسش‌های پژوهش بوده و به‌صورت هدفمند، با تمرکز بر ادبیات مرتبط با طراحی منظر، روانشناسی رنگ و گردشگری انجام شده است. یافته‌های پژوهش نشان می‌دهد معیارهای کلیدی در طراحی منظر رنگی گردشگری عبارتند از: تنوع رنگ‌ها و تعادل در استفاده از آن‌ها، تأثیر رنگ بر ادراک فضا و ایجاد نقاط کانونی، به‌کارگیری رنگ‌های گرم و روشن برای جذابیت بصری، توجه به تغییرات فصلی و جلوگیری از یکنواختی. این معیارها پیوند میان طراحی بصری و تجربۀ گردشگران را تقویت می‌کند و راهکارهایی عملی برای ارتقای هویت بصری مقاصد ارائه می‌دهند.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

An Analysis of the Role of Color in the Perception of Tourism Landscapes

نویسندگان English

Faezeh Seyedbagheri 1
Mehdi Basouli 2
1 Department of Tourism Management, Faculty of Commerce and Tourism College of Management, University of Tehran, Iran
2 Department of Tourism Marketing, Faculty of Tourism, University of Science and Culture, Tehran, Iran
چکیده English

The landscape in tourism serves as a pivotal element in crafting rich and memorable experiences. It encompasses not only natural features such as mountains, seas, and forests, but also cultural heritage, architecture, and human-made environments. This concept directly influences tourists’ perceptions and their satisfaction with a trip. Within this context, color stands as a fundamental aspect in defining the landscape, capable of evoking emotions, showcasing cultural identity, and influencing tourist behavior (e.g., the impact of warm colors on increasing energy or cool colors on inducing tranquility). Despite its significance, the role of color within the tourism landscape has received limited scientific investigation. This research aims to analyze the role of color in the design and perception of tourism landscapes, focusing on three core questions: How can color be strategically leveraged as a tool to enhance tourist experiences? What factors should be considered in the design of colorful landscapes for tourism destinations? What are the differences in the impact of color on natural versus cultural landscapes? Ultimately, this study seeks to provide solutions for improving the visual identity of tourism destinations. This article employs a descriptive-analytical research method coupled with a systematic PRISMA review of sources (2000-2025), including Scopus, Web of Science, and internal scientific research journals. The selection of sources was purposeful, focusing on the pertinent literature on landscape design, color psychology, and tourism, with an inclusion criterion based on alignment with the research objectives and questions. The research findings indicate that the key criteria in designing colorful tourism landscapes include: a) Color diversity and balance in their application, b) the impact of color on spatial perception and the creation of focal points, c) the use of warm and bright colors for visual appeal, and d) Attention to seasonal changes and preventing monotony. These criteria strengthen the link between visual design and tourist experience, offering practical solutions for enhancing the visual identity of destinations.

کلیدواژه‌ها English

  • Tourism
  • Landscape
  • Color
  • Perceptions

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  • تاریخ دریافت 15 اسفند 1403
  • تاریخ بازنگری 25 خرداد 1404
  • تاریخ پذیرش 26 شهریور 1404