How Do Voice Characteristics Affect Tourism Interpretation Purchases? An Empirical Study Based on Voice Mining
基于中国数字解说平台的语音和交易数据，研究语速、响度、音高如何影响旅游解说购买，发现语速有正向作用，响度和音高呈倒U型效应。
This study investigates how voice characteristics (i.e., speech rate, loudness, pitch) affect interpretation purchases in digital interpretation platforms through the lenses of signaling theory and nonverbal communication. Based on auditory and transactional data from a leading digital interpretation platform in China, this study uses voice mining techniques to extract voice characteristics and examine their effects on interpretation purchases. Findings demonstrate the significant positive effects of speech rate and the significant inverted U-effects of loudness and pitch on interpretation purchases. This study thus extends tourism interpretation research focused on traditional forms to digital interpretation platforms and provides empirical evidence that nonverbal signals (voice characteristics) matter in tourism interpretation purchases. Findings also offer practical implications for tourism interpretation innovation and platform operation.