The musicscape in hotel businesses: Evidence from online reviews

ÇATIR O.

Turyzm/Tourism, vol.33, no.1, pp.49-55, 2023 (Scopus) identifier

  • Publication Type: Article / Article
  • Volume: 33 Issue: 1
  • Publication Date: 2023
  • Doi Number: 10.18778/0867-5856.33.1.05
  • Journal Name: Turyzm/Tourism
  • Journal Indexes: Scopus, Agricultural & Environmental Science Database, CAB Abstracts, Central & Eastern European Academic Source (CEEAS), Hospitality & Tourism Complete, Hospitality & Tourism Index, Directory of Open Access Journals
  • Page Numbers: pp.49-55
  • Keywords: content analysis, customer behavior, hotels, musicscape, online reviews
  • Uşak University Affiliated: Yes

Abstract

Musicscape is an important topic in tourism and hospitality contexts. However, there are few studies on this subject in the accommodation sector. The study aims to determine the effect of ‘musicscape dimensions’ on customer behavior. To achieve this aim, 2357 online reviews of 28 hotels in Antalya, Turkey were analyzed by content analysis. The framework proposed by Oakes was used in the study. The research findings provide hotel managers with practical advice on the effective use of musicscape in tourism and hospitality settings. In addition, it was concluded that customers evaluated the loudness and fast tempo of music negatively, and that the harmony of music broadcasts and their environment offered by a hotel is positively perceived by customers.