Leveraging deep learning for destination image visualization to measure chromatic prominence in heritage tourism

The colors perceived in thoughts are influenced not just by the actual hues present in objects but also by the cultural backgrounds and personal viewpoints of individuals. This study examines tourists’ chromatic perceptions (dark/red) in photographs and their evolutionary trends in historical and educational cultural places. A total of 16,089 photographs were gathered from Dianping.com to employ deep learning techniques for the analysis of user-generated photos (UGPs) from eight prominent Chinese sites linked to historical events between 1927 and 1948. The findings reveal a notable perceptual disparity in cognitive, affective, and overall destination images across different Chinese historical events, as well as the evolution of tourists’ color perceptions over time. This study offers substantial insights into the function of visual assets in the perception of heritage tourism experiences, highlighting the potential of utilizing UGPs to enhance destination attractiveness, guide strategic travel planning, facilitate tourist engagement, and promote sustainable tourism.