Abstract
We have developed a computer-based tourist map system grounded in the way people associate affective words with color impressions in relation to tourist attractions. This study examines such associations through two psychological experiments and discusses further possibilities for our tourist map system. In the first experiment, we examined simple and direct associations between affective words and color impressions related to a tourist attraction. In the second experiment, we examined what kind of representation mediated such associations. The results indicated that an affective word could be tagged to a specific color and gray-scale level in relation to a tourist attraction, and that the color images of some affective words could be related to color images of tourist attractions evoked by those words. We finally discuss the potential for development of our tourist map system based on the results.
