Yellow is the colour of Hope and Joy. Having worked within the Tourism industry for many years, first more than ten years abroad and then another ten years in Finland, I have gained interest in researching what kind of image Tourism professionals really present when challenged to present the ideal image that is portrayed by the Finnish Tourist Board through the official Tourist brand of Finland.
I named my Pro Gradu research (University of Lapland 2013) as The Yellow book of Tourism because the theoretical frame of the research was based not only on the Tourism Brand documents but also on the concepts related to international Tourism trends such as Academy of Hope, Transmodernity, the Future Tourists´ profiles as well as international Adult learning trends like e-Learning, Problem based learning, Habermas´s Critical learning and Mezirow´s Transformative learning. Yellow is a colour of Hope and Joy.
If you want to know more about my study and its results, please contact Mood of Finland.