A team of UTM researchers found that visitors tend to stay longer at attractions in settings with sounds judged as pleasant. Their study underscored the importance of integrating sounds from nature and of moderating the impact of crowd noise at tourist sites
A new study conducted by a team of UTM researchers emphasises the pivotal role of sound design and management in shaping visitor experiences at tourist attractions. According to their findings, visitors are more likely to stay longer at attractions with “pleasant soundscapes” compared to those with “unpleasant” or “uneventful” acoustic environments.
The research, conducted at several Macao tourism sites, was by Lecturers Dr. Irene Chan Cheng Chu and Dr. Vicky Chen Zhaoyu, and master’s degree student Frank Guo Juncheng, with financial support from UTM. Their findings were published in March in the Asia Pacific Journal of Tourism Research under the title “Exploring the Influence of Soundscape on Visitors’ Emotional Experience and Stickiness to Attractions”. (Click here for access to full paper.)
The study examined subjective and objective experience of sounds at a site, and its effect on visitors’ emotions and on their ‘stickiness’ – i.e. their willingness to stay at an attraction. Sound-level meters and a questionnaire administered to 320 respondents were used to measure the actual sound and how it was perceived by individuals on site, respectively.
According to the UTM team, the objective soundscape refers to the physical properties of the acoustic environment, such as sound intensity and frequency. In contrast, the subjective soundscape refers to how individuals perceive and interpret the acoustic environment.
The study results revealed that the subjective soundscape – characterised by dimensions of pleasantness, unpleasantness, and eventfulness – influenced consumer stickiness. Positive and negative visitor emotions mediated the effects of the subjective soundscape on visitor intention to stay around an attraction.
The researchers highlighted the positive impact of sounds from nature, such as those produced by animals, water, and wind, on visitors’ perception of the soundscape within urban and cultural landscapes. Conversely, human-made sounds such as the overheard conversations of strangers were found to “diminish acoustic comfort” and interfere with visitor enjoyment.
To enhance the overall soundscape experience, the researchers recommended integrating natural elements like water features, birdsong, and wind chimes into tourist attractions while minimising human-made sounds.
They also proposed practical strategies for destination management organisations and attraction managers, including crowd management techniques and signage to designate ‘sound-sensitive areas’, ensuring a more enjoyable and peaceful environment for visitors.
Moreover, the researchers stressed the importance of ongoing assessment and monitoring of attractions’ soundscapes, emphasising the need to gather visitor feedback for informed sound-design decisions. “This information can guide sound-design decisions, ensuring that the soundscape aligns with visitors’ expectations and preferences,” stated the UTM team.
The authors also suggested incorporating soundscape features into marketing and promotional materials, in order to create more immersive engagement with attractions by visitors or prospective visitors.
Editor: UTM Public Relations Team
