Impact analysis of the color performance in the landscape for the development of rural tourism

Document Type : Original Article

Authors

1 Master’s Student in Tourism at Art University of Isfahan, Isfahan, Iran.

2 Department of Museum and Tourism; Art University of Isfahan, Isfahan, Iran

3 Faculty of Visual & Fine art; Art University of Isfahan, Isfahan, Iran

4 Geography- Rural Planning PhD, lecturer at Department of Museum and Tourism; Art University of Isfahan, Isfahan, Iran

10.30480/vaa.2023.4553.1793

Abstract

There are villages in the world that have a different color than what is always thought of as a village, and the coloring of the landscape in these villages not only provides happiness and vitality to the local community but also by attracting tourists to the village and promotes the local economy. The present research, with the help of a qualitative method (Thematic analysis) and interpretive structural modeling through MICMAC software, strive to identify the key drivers for turning the village into a tourist destination with the help of coloring the rural landscape. The tool of data collection in the present study was an interview form and the data was collected using the snowball sampling method.
The results of the data analysis illustrated that the three factors of the safety of access routes to the village, the existence and possibility of developing infrastructure and tourism facilities, and the proximity to natural color mines are among the most critical and key infrastructure drivers. Also, based on the results extracted from MICMAC software, empowerment of the local community was identified as one of the most important social drivers. In addition, the choice of color to be used and its quality according to the architecture and climate of the village, cracking and underlying of the walls, using special colors for the facade (silicone), avoiding busy work on the patterns of the walls, the color of the village soil and the type of materials used was introduced as the most effective physical variables.
Lastly, it can be said that paying attention to the key drivers in the coloring of the rural landscape can be a creative economic solution for promoting rural tourism.


There are villages in the world that have a different color than what is always thought of as a village, and the coloring of the landscape in these villages not only provides happiness and vitality to the local community but also by attracting tourists to the village and promotes the local economy. The present research, with the help of a qualitative method (Thematic analysis) and interpretive structural modeling through MICMAC software, strive to identify the key drivers for turning the village into a tourist destination with the help of coloring the rural landscape. The tool of data collection in the present study was an interview form and the data was collected using the snowball sampling method.
The results of the data analysis illustrated that the three factors of the safety of access routes to the village, the existence and possibility of developing infrastructure and tourism facilities, and the proximity to natural color mines are among the most critical and key infrastructure drivers. Also, based on the results extracted from MICMAC software, empowerment of the local community was identified as one of the most important social

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Journal of Visual and Applied Arts
Volume 16, Issue 42
January 2024
Pages 77-96

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