声音营销力:目的地歌曲对潜在旅游者的影响研究--以歌曲《成都》为例

The Marketing Force of Sound: The Impact of Destination Song on Tourists’ Attitude--Taking “Chengdu” for Example

在视觉营销工具被大量使用的今天,目的地歌曲实现了对听觉感官通道的利用,拓展了目的地营销的感官维度。文章基于感官营销理论,运用混合研究方法探讨目的地歌曲在目的地营销中的实际效果与营销价值。研究以热门目的地歌曲《成都》为例,采用"听后感"数据,通过文本分析构建起目的地歌曲对潜在旅游者影响的理论模型、提出研究命题,并进一步利用4组实验验证模型的稳健性、识别中介效应类型、分辨歌曲声音营销力的来源、检验溢出效应的存在。研究结果表明:听众感知歌曲-目的地一致性是歌曲营销力得以形成的必要条件,目的地歌曲通过情景展现与情绪诱发对听众的目的地态度产生影响;情景展现与情绪诱发共同起到完全中介的作用;作为歌曲的两个构成要素,词和曲在歌曲声音营销力的形成过程中具有不同的作用,作为两者的结合,歌曲体现出1+1大于2的协同效应;目的地歌曲营销力的影响范围并不局限于歌曲直接关联目的地,而是会对旅游者整体决策偏好产生显著影响,具有明显的溢出效应。研究结论丰富了目的地营销理论,为目的地声音营销工作的开展提供了参考。

Songs are the carrier of the sound and the communication media. The prevalence of songs that are closely associated with travel destinations("destination songs"in brevity hereinafter) can significantly enhance the marketing effectiveness of the destination, and help visitors to shape a specific impression toward the destination. Particularly in an era when visual marketing has been applied widely, destination songs endow unique marketing implications by realizing a full utilization of auditory perception channels, and expanding the sensory dimensions of destination marketing.Built upon the theory of sensory marketing, our current work has discussed the actual efficacy and marketing implications of destination songs in destination marketing, using a mixed research approach combining the qualitative and quantitative methods. This research provides a case study based on a popular destination-associated song called"Chengdu". First, we conduct content analysis to construct the theoretical model that explains the impact of destination songs on potential visitors, according to the commentary data collected from the subjects after they have heard the song. Second, we have designed and implemented four experiments to validate the robustness of the model, to identify the type of mediation, to distinguish the source of vocal marketing force of the song, and lastly to validate the existence of a spill-over effect. In a strictly-controlled environment, experiment 1 a tested the relational structure between variables constructed in the theoretical model, confirmed the robustness of the model,and identified the exact type of mediation effect, based upon diversified data sources and formats.Furthermore, experiment 1 b proved the mediation effects of scenario manifestation and induced emotion. By employing the method of mediator manipulation, which is widely used in consumer behavior research, we inhibited the imagination of subjects in this study by asking them to memorize meaningless numbers. As a result, we found the main effect between independent variable and dependent variable was attenuated, which thereby confirmed the robustness of the mediators.Experiment 2 measured consumers’ responses to lyrics, melody, and song separately, in order to identify the unique impact of each component, and thus to distinguish the authentic sources of the marketing force of destination songs. Experiment 3 verified the spill-over effect of destination songs,by examining whether audience would prefer or at least equally adore those destinations in consistency with the core theme of the destination songs.Our study suggested that audiences’ perceived consistency between the song and the destination was an indispensable prerequisite of the marketing force of a destination song. In addition, the destination songs showed impacts on audiences’ attitude toward the destinations through scenario manifestation and induced emotion, which together played a complete mediation role. Moreover,lyrics and melody of the song played different roles in formation of the marketing force of destination songs, while the effect of the song was much stronger than that of each component. Lastly, the impact of the marketing force of destination songs was not restricted to the destination directly related to songs, but also showed a significant spill-over effect to the overall travelers’ decision-making and destination preference.This study introduced theories of sensory marketing into the destination marketing context, by decoding the influence and underlying mechanism of destination songs on attitudes and behaviors of potential visitors. Our conclusions not only enriched the destination marketing theory, but also provided innovative and feasible destination marketing tools and beneficial guidance for marketers.