From listening to a city to walking in the city: immersing and inspiring listeners through soundwalks

Abstract

Purpose Destination marketing research has ignored the auditory experience. Based on the stimulus–organism–response theory, this study aims to investigate how the four dimensions of soundwalks (uniqueness, interestingness, richness and storyness) affect listeners’ immersion and inspiration, ultimately shaping their behavioural intention towards walking in a city. Design/methodology/approach Time-interval systematic sampling was used to collect data. Participants were invited to listen to a three-minute soundwalk audio clip before completing a questionnaire. A total of 414 valid data were analysed using covariance-based structural equation modelling. Findings The results suggest that the four soundwalk dimensions significantly impact listeners’ immersion and inspiration. Among these dimensions, interestingness is the best predictor of immersion, whereas uniqueness is the best predictor of inspiration. Immersion and inspiration further transmit the effects of soundwalk dimensions to walking intention, both independently and sequentially. Originality/value This study contributes to destination marketing research by focusing on auditory narrative experience and investigating the underlying mechanisms of how the soundwalk experience influences visitors’ emotional and behavioural intentions. In addition, practical suggestions are provided for destination marketers to develop attractive soundwalk tourism.