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Pictures, Colors and Emotions: Shaping the UK's E-Tourism ExperienceThe role of online media has become more important for tourism as DMOs try to differentiate through the use of pictures on digital channels, such as websites. The aim is to provide a positive image that has a positive impact on the consumer buying decision. Pictures draw significant amounts of attention and a pictures colour characteristics are critical in maintaining interest through emotional connections. These colour characteristics concern hue, saturation and luminance, which create a positive or negative emotional response in the prospective user. Due to this importance of a pictures colour characteristics on websites, this chapter explores these colour characteristics of pictures on UK DMO websites, in order to determine the positive or negative emotions conveyed to the viewer. Results show that most pictures are neutral but the amount of negatively perceived pictures is very high. It was found that the overall visual e-tourism experience can be improved with only small post-processing changes with minimal danger of distorting reality.