Chia Nan University of Pharmacy & Science Institutional Repository:Item 310902800/34943
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    標題: A Descriptive Survey of Atmospheric Music Broadcasting in Hot Spring Hotels and Its Further Marketing Strategy
    作者: Chen, Yen-Chieh
    Li, Meng-Chien
    Weng, Shou-Der
    Wang, Yi-Chieh
    貢獻者: Chia Nan Univ Pharm & Sci, 環境資源
    Tainan City Beimen Dist Wen Shan Elementary Sch
    Meiho Univ, Pingtung
    Meiho Univ, Dept Tourism
    關鍵字: Guanzihling hot spring
    applied music
    music type
    hot spring music
    hotel brand image
    日期: 2023
    上傳時間: 2024-12-25 11:06:01 (UTC+8)
    出版者: SAGE PUBLICATIONS INC
    摘要: 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.
    關聯: Sage Open, v.13, n.1
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