engleski

The importance of color as a marketing tool in tourism

In current times of frequent changes, marketing experts must innovate, think fast and be one step ahead of their competition. Every introduction of a new product is initialized by strong impulses from the market, whether it is enhanced by customer wishes or by the attractiveness of the competition. The fact is that energy of each colour hue has emotional and psychological properties, which is used as a tool in informal communication in the aim of long term memory. When designing new, or renovating existing spaces in hotels, designers do not choose a colour randomly, but with the aim of transferring a certain message to the customer about the product or service. The aim is to influence an observer’s visual perception, mood and behaviour, by harmonious relations of colours. Furthermore, some hues stimulate productivity and creativity of the employees, so if the harmonious relation among colours is achieved, some very positive effects on business activity can be accomplished. The research was based on the assumption that wrong colour choice in marketing communication could cause negative perception of milieu respectively information receivers. Testing was performed on 182 respondents (ages from 30 to 60 years), according to psycho- physical method of constant stimuli based on Stevens’ method of evaluation of colour hue influence on psychological experience of a colour hue stimulus, in hotel advertising. Statistical analysis of results was performed by methods of descriptive statistics, Kruskal-Wallis ANOVA and Median test. It has been shown that green and blue hues of high chroma are less noticeable. Corporations and distinguished brands can easily influence their customers if they use the right colour combination which will prove their wealth, authority, social influence and acknowledgement.

colour as communication element ; colour energy ; visual perception ; marketing communication ; business competition ; tourism

nije evidentirano