This study pioneers a novel approach to sensory marketing by unveiling the unexplored impact of auditory stimuli—specifically destination songs—on tourists' pre-travel behaviors, such as information-seeking behavior. The purpose of the research is to investigate how perceived place distinctiveness, conveyed through music, influences both the cognitive simulation of travel experiences and emotional connection to the destination. Using The Song of Xi'an People as a case study, the study adopts a survey-based methodology to examine the mediating roles of process simulation and destination interest, as well as the moderating effect of information richness. Unlike traditional studies that emphasize visual stimuli, this research highlights the unique power of sound in evoking both cognitive and emotional engagement. Furthermore, it challenges conventional assumptions about information richness by showing that the effectiveness of auditory marketing stems from emotionally immersive content rather than the volume of cultural details presented. The results demonstrate that such immersive musical content significantly enhances curiosity and behavioral intention. The implications of this study are twofold: it advances theoretical discourse in sensory and destination marketing and offers practical insights, enabling destination marketers to strategically harness music to evoke emotional resonance, ignite curiosity, and foster meaningful pre-travel engagement in a highly competitive global tourism landscape.
關聯:
Journal of Hospitality and Tourism Management 65, p. 101338
