تبیین نقش رنگ در طراحی و اجرای رویدادها در مقصدهای گردشگری

نوع مقاله : مقاله مروری

نویسندگان

1 استادیار، گروه مدیریت و اقتصاد گردشگری، دانشکده گردشگری، دانشگاه تهران، تهران، ایران، صندوق‌پستی: 1417964743.

2 کارشناسی ارشد، گروه مدیریت و اقتصاد گردشگری، دانشکده گردشگری، دانشگاه تهران، تهران، ایران، صندوق‌پستی: 1417964743.

10.30509/jscw.2025.167469.1220

چکیده

پژوهش حاضر با هدف تبیین نقش رنگ در طراحی و اجرای رویدادها در مقصدهای گردشگری نگاشته شد. با توجه به هدف تحقیق و پاسخ‌‌گویی به سوال تحقیق مبنی بر چیستی نقش رنگ در طراحی و اجرای رویدادها، رویکرد حاکم بر تحقیق توصیفی- تحلیلی است. داده‌ها و اطلاعات مورد نیاز از طریق منابع آرشیوی و با مراجعه به مجلات و کتب مرتبط گردآوری شده است. یافته‌ها نشان داد که رنگ نه‌تنها به‌عنوان ابزاری برای تفکیک و سازماندهی فضاها عمل می‌کند، بلکه بر مسیریابی، تعاملات اجتماعی، ایجاد تجربه‌های ماندگار و هویت‌بخشی به رویدادها تأثیر به‌سزایی دارد. همچنین، ارتباط رنگ با فرهنگ و سنت‌های محلی می‌تواند به تقویت اصالت رویداد و افزایش تعامل شرکت‌کنندگان منجر شود. در محیط‌های دیجیتال، انتخاب رنگ‌های مناسب می‌تواند بر جذب کاربران و بهینه‌سازی تجربه‌های ترکیبی تأثیر بگذارد. علاوه بر این، رنگ در بازارچه‌های رویداد می‌تواند رفتار خرید را تحت تأثیر قرار داده و از طریق ایجاد احساس فوریت یا ارزش‌گذاری دیداری، تمایل به خرید را افزایش دهد. بهره‌گیری از رنگ‌های گرم در فضاهای عمومی برای ایجاد حس صمیمیت و دعوت‌کنندگی و به‌کارگیری رنگ‌های سردتر در محیط‌های رسمی برای افزایش تمرکز و حس حرفه‌ای بودن، می‌تواند به بهبود تجربه کلی رویداد کمک کند. در مجموع، یافته‌های این پژوهش نشان می‌دهد که انتخاب راهبردی رنگ در تمامی ابعاد یک رویداد می‌تواند تجربه‌ای منسجم و به‌یادماندنی برای شرکت‌کنندگان ایجاد کرده و به موفقیت کلی رویداد کمک کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Explaining the Role of Color in the Design and Implementation of Events in Tourism Destinations

نویسندگان [English]

  • Sajad Ferdowsi 1
  • Sayeh Davoodi Ilkhechi 2
1 Department of Tourism Management and Economics, Faculty of Tourism, University of Tehran, P. O. Box: 1417964743, Tehran, Iran.
2 Department of Tourism Management and Economics, Faculty of Tourism, University of Tehran, P. O. Box: 1417964743, Tehran, Iran.
چکیده [English]

The present study was conducted with the aim of explaining the role of color in the design and implementation of events in tourism destinations. Considering the purpose of the research and answering the research question of what the role of color is in the design and implementation of events, the dominant approach of the research is descriptive-analytical. The required data and information were collected through archival sources and by referring to relevant journals and books. The findings showed that color not only acts as a tool for separating and organizing spaces but also has a significant impact on navigation, social interactions, the creation of lasting experiences, and giving identity to events. Additionally, the connection between color and local culture and traditions can strengthen the authenticity of the event and increase participant interaction. In digital environments, choosing the right colors can affect user attraction and optimize blended experiences. Furthermore, color in event marquees can influence purchasing behavior and increase purchase intent by creating a sense of urgency or visual value. Using warm colors in public spaces to create a sense of intimacy and invitation, and using cooler colors in formal settings to increase focus and a sense of professionalism can help improve the overall event experience. Overall, the findings of this study suggest that strategic color selection across all dimensions of an event can create a cohesive and memorable experience for attendees and contribute to the overall success of the event.



کلیدواژه‌ها [English]

  • Color
  • Event
  • Tourist
  • Event Tourism
  • Tourism Destinations

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مطالعات در دنیای رنگ
دوره 16، شماره 1
اردیبهشت 1405
صفحه 14-1

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  • تاریخ دریافت: 24 بهمن 1403
  • تاریخ بازنگری: 12 فروردین 1404
  • تاریخ پذیرش: 16 فروردین 1404

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