The Power Of Songs:a Study Of The Effects Of Prairie Songs On Tourist’ Desire,Decision-making,and Experience

The integration of culture and tourism makes the marketing of tourism destinations more cultural.It has become a consensus for the development of cultural tourism industry to deepen the connotation of tourism experience and expand the breadth of tourism industry through cultural power.In 2019,the Inner Mongolia Autonomous Region proposed to expand the influence of "Inner Mongolian Music" and other brands.As a music and cultural resource,Inner Mongolian prairie songs play an important role in promoting tourism destinations and promoting local economic and cultural development.In the era of experience economy,more attention is paid to the experience of tourists,and the experience of tourists is the result of the joint influence of various bodily sensations.The current research on visual means in destination marketing is fruitful,but the auditory marketing using songs needs to be expanded and deepened.This study takes tourists from Xilamuren grassland as the survey object,based on sensory marketing theory,and takes the differentiated influence of song lyrics and melody on tourists as the research entry point.Because the influence mechanism of melody on individual psychology and behavior reflects the characteristics of involvement,tourist involvement is used as the measure of melody influence.In this study,regression analysis was used to explore the influence of local characteristics perception of lyrics and tourist involvement on tourism desire,decision-making and experience to study the relationship between the lyrics and melody of prairie songs and travel desire,decision-making and experience.The results show that:(1)The local characteristics of lyrics of Inner Mongolia prairie songs have a significant positive impact on tourism desire,decision-making and experience;(2)There is an incomplete coupling relationship between the local characteristics of lyrics of prairie songs and tourism desire,decision-making and experience;(3)The lyrics of prairie songs contain local characteristics of nature,humanity and emotion,which have different influences on tourism desire,tourism decision-making and tourism experience.(4)The three factors of tourist involvement have a significant positive impact on tourism desire,decision-making and experience to varying degrees;(5)Inner Mongolia prairie songs have a positive effect on stimulating tourists’ desire to travel,generating tourism decisions,and improving tourism experience.The influence of song melody on tourism desire,decision-making and experience is generally greater than that of lyrics.This research enriches the theoretical research of sensory marketing theory,broadens the perspective of Inner Mongolia prairie song research,and extends the application of local theory in the research field of tourism.The research results will help enhance the influence of the "Inner Mongolia Music" brand in the region,expand the field of destination music research,and provide new ideas for music creation and destination marketing practices under the background of cultural and tourism integration.