本研究基于色彩心理学构建整合性品牌色彩策略，旨在推动三亚旅游品牌形象升级与竞争力提升。通过问卷调研提 取用户对三亚自然文化元素的色彩认知与情感反馈，凝练地域色彩基因，结合游客旅程进行场景化叙事，实现色彩策略在旅 游体验全流程中的精准映射与文化转译。该策略以热带自然色调为旅游App 界面奠定功能与情感基底，依托色彩的系统性 应用，实现三亚旅游品牌形象从数字互动到实体体验的统一传达，强化用户与旅游地之间的情感联结并引导其旅游行为。本 研究为旅游目的地品牌升级提供科学路径，在提升游客体验与情感共鸣、塑造统一独特的品牌形象的同时，也为我国旅游高 质量发展提供了可借鉴的实践范式。

Based on color psychology, this research develops an integrated brand color strategy aimed at promoting the upgrade of Sanya’s tourism brand image and enhancing its competitiveness. Through questionnaire surveys, it extracts users' color perceptions and emotional responses to Sanya’s natural and cultural elements, refining them into regional color genes. These genes are combined with tourist journey mapping to create scenario-based narratives, enabling the precise application of the color strategy across the entire tourism experience and achieving cultural adaptation. The strategy uses tropical natural tones to establish the functional and emotional foundation of the tourism app interface. By systematically applying color, it ensures a unified Sanya tourism brand image is conveyed from digital interaction to physical experience, thereby strengthening emotional connection and guiding user behavior. This study provides a scientific pathway for tourism destination brand upgrading. While enhancing visitor experience and emotional resonance and shaping a unified, distinctive brand image, it also offers a replicable practical paradigm for the high-quality development of tourism in China.