Smooth Talking and Fast Music: Understanding the Importance of Voice and Music in Travel and Tourism Ads via Acoustic Analytics
通过高级音频分析技术，研究旅游广告中声音质量和音乐节奏对观众情感反应的影响，发现更清晰、更安静的声音和更快的音乐能提升正面情绪。
Travel and tourism advertising is critical in developing positive associations to attract visitor patronage and build sustainable post-pandemic tourism. An important part of an advertising message is delivered through voice and other aspects of audio, for example, music. However, how audio features impact viewers of travel and tourism advertisements remains unexplored in the research. This study implements advanced audio analytics to test how various features impact upon viewers. The results show that voice quality is important in developing positive affect; advertisement viewers prefer speakers with quieter voices (less mean intensity) that have a higher level of clarity (higher harmonics-to-noise ratio). This can be explained via the heuristic route of the heuristic-systematic model. Music tempo was found to be important in stimulating reactions from advertisements, with faster music being associated with a higher level of positive affect. The paper concludes with practical and theoretical implications, limitations, and suggestions for future research.