Perceiving Sounds Differently: Influence Of Power On Scenic Natrual Soundscape Experience

In tourism practice,tourism practitioners rely too much on visual landscape and pay limited attention to soundscape.In the planning,design and marketing of tourism products,tourism managers pay great attention to the visual aesthetic characteristics of the products,but ignore the existence of soundscape.This is due to the fact that tourism managers do not realize the value and importance of soundscape.Imagine if there is no sound of waves in the sea and no roar of Huangguoshu Waterfall,how would you feel and experience it? Will it still attract you to visit it? What is more thought-provoking is whether soundscapes can become tourist attractions? Does it affect the tourism experience? When marketing visual landscapes,do you need to excavate,package,strengthen and promote soundscapes?In fact,the tourism experience is not only visual,but also multi-sensory.Hearing is an important sensory organ for human perception of the external world,which is of great significance to human understanding and perception of the external world.With the increasing demand for tourism,more and more tourists put the tourism experience in the supreme position,which requires the tourism destination to pay attention to the tourists’ auditory experience.In view of the fact that most of the current tourism experience research is from the perspective of tourists’ visual sense,this paper studies tourism experience from perspective of soundscape,and tries to answer the following questions: How many types of soundscapes can be divided?Soundscape acts as an external stimulus,what kind of tourism experience will tourists produce? Why are there differences in the soundscape experience of different tourists?Based on the above-mentioned realistic and theoretical backgrounds,Eight experiments are used to prove that the scenic natural soundscape has an important impact on the tourism experience,which has become an important tourism attraction,more importantly,analyzes the influence of power on soundscape experience,and identifies the key variables that affect the soundscape experience.Specifically:(1)In this study,the scenic soundscape is defined from the perspective of attraction.Scenic soundscape is an indispensable part of scenic spot or tourism landscape,which is attractive to tourists and emphasizes the landscape attribute of sound.As a kind of tourism resources,scenic soundscape includes scenic natural soundscape and scenic humanistic soundscape.(2)According to whether the soundscape is the inherent attribute of the landscape,the scenic natural soundscape is divided into attribute soundscape and situational soundscape.Attribute soundscape refers to sound is an inherent attribute of the landscape itself,is an inseparable part of the landscape.Situational soundscape refers to the sound produced by the landscape with the help of wind and rain under certain conditions,which is not the inherent attribute of the landscape itself.Secondly,according to the level of sound volume,the scenic soundscape is divided into calm soundscape and vitality soundscape.According to whether the soundscape is the inherent attribute of the landscape and the level of sound,the scenic natural soundscape can be divided into four categories: attribute calm soundscape,attribute vitality soundscape,situational calm soundscape and situational vitality soundscape.Content analysis and semantic network analysis were used to prove that attribute calm soundscape produces tranquil experience,attribute vitality soundscape produces awe experience,situational calm soundscape produces melancholy experience,situational vitality soundscape produces sublime experience.(3)Experiment 1 established a vocabulary for measuring soundscape experience,and confirmed the relationship between attribute calm soundscape,attribute vitality soundscape,situational calm soundscape and situational vitality soundscape and tranquil experience,awe experience,melancholy experience and sublime experience.In order to determine the soundscape can enhance the tourism experience and lay the foundation for the follow-up research.Experiment 2 examines the impact of four types of soundscapes(yes vs.no)on the tourism experience.(4)Experiment 3 confirmed that there was a significant difference in the awe experience when the tourists’ power was activated.Compared with high power,people with low power have stronger awe experience.In experiment 4,when the soundscape was combined with the high beauty landscape,no matter how high or low the power,there was no significant difference in awe experience.This is due to the high beauty degree of the landscape as an external source of stimulation,reducing the impact of power on the awe experience.In addition,the interaction between power and beauty degree of the landscape can also affect awe experience through small-self perception.Specifically,the beauty degree negatively moderates the impact of power on small-self perception,and then affects awe experience.(5)Experiment 5 confirmed that there was no significant difference in awe experience in the case of high crowding perception,regardless of power.This is due to the fact that crowding perception,as an external stimulus,reduces the impact of power on the awe experience.Secondly,the interaction between power and crowding perception can also affect the awe experience through small-self perception.Specifically,crowding perception negatively moderates the influence of power on small-self perception,and then affects awe experience.(6)Experiment 6 confirmed that there was a significant difference in melancholy experience when the sense of power was activated.Experiment 7 found that when tourists have more understanding of landscape knowledge,no matter how individuals with high or low power,the melancholy difference is not significant.This may be due to the fact that in the case of landscape knowledge,tourists’ melancholy experience depends more on top-down processing than on bottom-up processing.This top-down processing requires more association and memory of tourists,which leads to melancholy experience not only depends on soundscape,but also depends on tourists’ association and memory,which leads to the weakening of the influence of power on melancholy experience.(7)Experiment 8 proves that under the condition of low landscape popularity,the influence of power on melancholy experience is more significant.This is because in the case of low landscape popularity,tourists’ melancholy experience is mainly caused by soundscape.In the case of high landscape popularity,tourists have more "declarative information" about the well-known landscape,and tourists are more likely to approach these "declarative information" when appreciating the landscape.On this basis,this paper puts forward specific practical suggestions.In the planning and design of tourism products,we should pay attention to the role of soundscape.With power as a market segmentation tool,targeted soundscape marketing. Scenic spots should be good at using underwater sound to strengthen tourism experience and borrowing the sound of rain and wind to enrich tourism experience.For attribute vitality soundscape,we should pay attention to the creation of landscape beauty degree,the capacity management of scenic spot and environmental conditions for soundscape experience.For situational calm soundscape,we should pay attention to the promotion of tourism interpretation system and landscape popularity.The innovation of this study is reflected in three levels: viewpoint,content and method.From the point of view,the concept of scenic soundscape is proposed in this study.According to the classification method of tourism resources,the scenic soundscape is divided into scenic natural soundscape and scenic cultural soundscape.On this basis,scenic natural soundscapes are further divided into four types: attribute calm soundscape,attribute vitality soundscape,situational calm soundscape and situational vitality soundscape,and it is proved that they produce the tranquil experience,the awe experience,the melancholy experience and the sublime experience respectively.In terms of content,this paper constructs a more systematic "soundscape tourist experience" relationship network,and investigates the influence of landscape beauty degree,crowding perception,landscape popularity,landscape knowledge and power interaction on soundscape experience.The selection of these variables is based on the constituent elements of soundscape in tourism context,people,landscape,soundscape and environment are the four elements of soundscape.Power and landscape knowledge belongs to human beings,the perception of crowding belongs to environmental factors,and landscape visibility belong to landscape factors,more comprehensive coverage of the main factors affecting soundscape.In the method,the soundscape research mostly uses the questionnaire survey method,in the environmental psychology,also often uses the experiment method or the field experiment(soundscape walk),but lacks the attention to the independent variable in the environmental psychology.In this study,the experimental method is used to manipulate the independent variables,and the causality between variables is tested effectively and scientifically,which enriches the application of the experimental method in the study of soundscape.There are also many shortcomings in this study.First,in terms of research methods,there is a lack of testing of a variety of methods.There are some differences between the simulated situation and the real situation,which affects the external validity of the conclusion to a certain extent.Secondly,this study is slightly single in the selection of experimental materials.In the aspect of research samples,according to the common practices of previous experiments,this paper chooses students as subjects,students have high homogeneity,it can effectively control the differences in other aspects of the subjects,so as to improve the accuracy of the conclusions.However,it will affect the external validity of the findings.Second,in the study of variables,this study selected small-self perception and natural empathy as mediator variables,lack of consideration of other mediator variables.Power will have a certain impact on people’s cognition and emotion.The influence of power on soundscape experience may play a role through a number of mediator variables.It is necessary to introduce more cognitive response and emotional response variables in future research to further clarify the influence mechanism of power on soundscape experience.Third,from the articles published in foreign top marketing publications,a research hypothesis may need to test and eliminate interference variables through a number of experiments.Although eight experiments have been used to verify this study,we still need to further consider the impact of other interference variables.Future research also needs to further use a variety of methods to activate tourists’ power and reduce the impact of interference variables.