A Descriptive Survey of Atmospheric Music Broadcasting in Hot Spring Hotels and Its Further Marketing Strategy

doi:10.1177/21582440221147145

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Please use this identifier to cite or link to this item: https://ir.cnu.edu.tw/handle/310902800/34943

Title:	A Descriptive Survey of Atmospheric Music Broadcasting in Hot Spring Hotels and Its Further Marketing Strategy
Authors:	Chen, Yen-Chieh Li, Meng-Chien Weng, Shou-Der Wang, Yi-Chieh
Contributors:	Chia Nan Univ Pharm & Sci, 環境資源 Tainan City Beimen Dist Wen Shan Elementary Sch Meiho Univ, Pingtung Meiho Univ, Dept Tourism
Keywords:	Guanzihling hot spring applied music music type hot spring music hotel brand image
Date:	2023
Issue Date:	2024-12-25 11:06:01 (UTC+8)
Publisher:	SAGE PUBLICATIONS INC
Abstract:	The survey purposes are to preliminarily understand the current situation of atmospheric music broadcast in hot spring hotels and why these choices of music were made. We reviewed literatures regarding applied music and music types, and applied questionnaire, participant observation and unstructured interviews with hotel staff who broadcast music in the unique, famous and historic Guanzihling hot spring region of Taiwan. Results show that music is often broadcast in public areas, such as lobby and restaurants. On the contrary, there was no music broadcast in private areas, such as guest rooms and private thermal baths. Light music is the primary music choice. Music types is chosen without rules by staff who have no basic trainings in music. Possible marketing strategies for future studies include the staff trainings and construction of hotel's own hot spring music database, and better marketing of hotel's unique multi-sensory brand image through its distinctive and pleasant music.
Relation:	Sage Open, v.13, n.1
Appears in Collections:	[Offices] 456

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