Citation
Al Zoubi, Mohammad Kamal Hussein
(2020)
Colour design preference framework for attracting Middle Eastern tourists to hotel lobbies in Malaysia.
Masters thesis, Universiti Putra Malaysia.
Abstract
Malaysia faced an average drop of 5.2% tourists from Middle Eastern countries during
the period 2014-18, which in turn affected the annual income of RM84.14 billion. In
this regard, the present research aims at documenting the colour design principles in
hotel lobbies of Malaysia. Further, it also aims at analysing the colour effects in
interior design and finally, the purpose is to develop a colour preferences framework
that attracts Middle Eastern tourists towards Malaysian hotel lobbies. Moreover, the
study is aimed to compare the results of Middle Eastern tourists’ colour palette
preferences with that of four other cultures such as American, English, Japanese, and
Koreans (Park and Guerin, 2002). At first, the literature review covered Malaysian
hospitality facilities, colour design psychology, colour preferences of interior design,
and colour design environment. Under each theme, a review of major works by
different scholars was performed to critically analyse their contributions towards
future investigations and aspects that need to be enhanced for the colour psychology.
Then, the study used survey methodology to determine the expected psychological
effects of colours in interior design. An integrated colour palette was applied to assist
in identifying the differences on colour meaning and colour preferences in interior
environments for Middle Eastern tourists who visit Malaysia. The images of four
interior colour palettes were shown to Middle Eastern tourists at random afterwhich
they were requested to complete a questionnaire. A total of 14 descriptor words such
as pleasant, calming, expensive, open, spacious, intricate, inviting, comfortable,
modest, ordered, sophisticated, coordinated, unified or rich were identified to reflect
the colour preference and meaning for the respective respondent. In this respect, the
results of the study included the documentation of colour principles with regards to
interior design in Malaysian hotel lobbies, understanding the colour effects in interior
design elements, and the development of ‘colour preferences framework’ targeting
Middle Eastern tourists. The results of the study focusing Middle Eastern tourists’
colour preferences and its meaning showed that the most preferred and meaningful
colour palette was B. The colours of this palette were selected from the Grand Millennium Hotel. However, it also indicates that the Middle Eastern tourists preferred
an ‘open’ and ‘inviting’ colour environment as well as a ‘coordinated’, ‘ordered’, and
‘sophisticated’ environment. These colours are presented by warm hues (79.9%), light
value (59.2%), Medium chroma (44.9%), low-value contrast (4.5/5.4), and medium
chroma contrast (10.3/10.1) characteristics. In comparison with the selected four
cultures, Middle Easterners’ colour characteristics were found to be similar alike
Americans though they differ much from English, Japanese and Korean cultures.
Besides guiding interior designers from different cultures to design the built
environment for other cultures, this study is significant in supporting the development
of tourism sector in Malaysia. The results will also help hotel owners and operators in
different cultural contexts for making affordable changes in their hospitality facilities,
due to influx of seasonal tourism activities. Finally, the results of this study are
significant to guide interior designers in designing culture-based environment in hotel
lobbies. Notwithstanding, further studies could investigate and collect more
information regarding Middle Eastern colour preferences in different areas, for
instance, hotel rooms.
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