A Descriptive Survey of Atmospheric Music Broadcasting in Hot Spring Hotels and Its Further Marketing Strategy

Abstract

The survey purposes are to preliminarily understand the current situation of atmospheric music broadcast in hot spring hotels and why these choices of music were made. We reviewed literatures regarding applied music and music types, and applied questionnaire, participant observation and unstructured interviews with hotel staff who broadcast music in the unique, famous and historic Guanzihling hot spring region of Taiwan. Results show that music is often broadcast in public areas, such as lobby and restaurants. On the contrary, there was no music broadcast in private areas, such as guest rooms and private thermal baths. Light music is the primary music choice. Music types is chosen without rules by staff who have no basic trainings in music. Possible marketing strategies for future studies include the staff trainings and construction of hotel’s own hot spring music database, and better marketing of hotel’s unique multi-sensory brand image through its distinctive and pleasant music.