以社群網站照片顏色推薦個人化旅遊景點之研究

The Study of Recommending Personalized Travel Destinations through Colors of Social Media Images

透過提供旅遊者個人化旅遊推薦以改善其旅遊體驗，符合Sustainable Development Goals（SDGs）永續旅遊之精神。人格特質是旅遊景點推薦系統中關鍵影響特徵，尚未有以人格特質作為中介連結顏色心理學與旅遊景點推薦系統之研究。本研究以顏色心理學為基礎建立五大人格特質之預測模型，並構建質量擴散（Mass diffusion）旅遊景點推薦系統。本研究實證以顏色心理學為基礎能有效辨別個體之間的人格特質差異，質量擴散推薦演算法則對於個人化之旅遊景點推薦有顯著的加乘作用，推薦精確率最高可達29%，召回率可達52%，F1-score約37%。期為旅遊、觀光業提供創新推薦個人化旅遊景點之方式，以達精準行銷以及永續旅遊之目標。

By providing personalized travel recommendations to enhance the travel experience of individual tourists, this study aligns with the principles of sustainable development goals (SDGs) in sustainable tourism. Personality traits are crucial influencing factors in travel destination recommendation systems, and there has been limited research on bridging color psychology and tourism recommendation systems using personality traits as intermediaries. This research establishes predictive models for the big five personality traits based on color psychology and constructs a mass diffusion travel destination recommendation system. Empirical evidence from this study demonstrates the effectiveness of using color psychology as a foundation for distinguishing individual differences in personality traits. Additionally, the mass diffusion recommendation algorithm significantly enhances personalized travel destination recommendations. The highest recommendation accuracy reaches 29%, recall rates can reach 52%, and the F1-score is approximately 37%. This research aims to provide the tourism industry with an innovative approach to recommending personalized travel destinations, facilitating precision marketing, and promoting the goal of sustainable tourism.