Document Type : Research Paper
Authors
1 Associate Professor, Faculty of Management Sciences, Yazd University, Yazd, Iran
2 Assistant Professor, Faculty of Management Sciences, Yazd University, Yazd, Iran
3 The Student of Ph.D, Business Administration, Faculty of Management Sciences, Yazd University, Yazd, Iran
4 Assistant Professor, Department of Management Sciences, Yazd University, Yazd, Iran
Abstract
This research was conducted to identify the effect of color on the development of virtual tourism based on the AIDA model in Yazd city. The statistical population includes experts and professionals in the tourism industry of Yazd, 8 of whom were selected using the snowball sampling method. Semi-structured interviews were used to collect data. Thematic analysis was used to analyze the data. In the first stage of the AIDA model, the main themes identified for attracting attention were purposeful coloring, design tailored to the target audience, creating attractiveness with coloring, raising awareness and distinctiveness. In the second stage, the main themes for creating interest were establishing a connection through coloring, consistency, relevance, and highlighting the advantages and quality of virtual tourism. In the third stage, the main themes for creating excitement and desire were maintaining interest, increasing the desire to visit the destination, encouraging physical visits to the destination,
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