News Summary

• Nostalgic travel imagery has often relied on black-and-white or desaturated visual conventions.
• Generation Z has grown up in a highly digitalized and color-rich media environment.
• Can nostalgic responses continue to conform to traditional visual conventions, or can they be more effectively elicited by contemporary color cues embedded in familiar travel imagery?
• An 8 (image color) × 4 (image theme) repeated-measures experiment assessed nostalgic affect, positive and negative affect, and visit intention.
• Image color produced significant main effects with large effect sizes across all four outcomes.