Author Information
Maneenate Worrachananun, Bangkok University, ThailandPaskrich Sutthiwetina, Bangkok University, Thailand
Pisorn Janvanichyanont, Bangkok University, Thailand
Pipatpong Fakfare, Bangkok University, Thailand
Abstract
As tourism increasingly embraces multisensory experience design, music has emerged as a vital yet under-theorized component of destination environments. This study develops and tests a comprehensive framework that captures six key dimensions of music’s role in shaping Destination Experience Quality (DEQ): Thematic Music Integration, Live Music Availability, Cultural Congruence, Emotional Resonance, Music-Induced Sense of Place, and Soundscape Quality. Drawing on experiential marketing theory, the model was empirically tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) with data from 350 tourists. Results confirm that all six dimensions significantly influence DEQ, with Thematic Music Integration and Cultural Congruence emerging as the most impactful. Importance–Performance Map Analysis (IPMA) further identifies Emotional Resonance as a high-leverage yet underperforming construct. The study contributes to experiential tourism theory by positioning music as a strategic design element and offers actionable insights for destination planners seeking to optimize musical experiences that elevate visitor satisfaction, memory, and place attachment.
Paper Information
Conference: KAMC2025Stream: Other
This paper is part of the KAMC2025 Conference Proceedings (View)
Full Paper
View / Download the full paper in a new tab/window
To cite this article:
Worrachananun M., Sutthiwetina P., Janvanichyanont P., & Fakfare P. (2026) Prioritization Approach to Music’s Role in Destination Experience Design ISSN: 2436-0503 – The Kyoto Conference on Arts, Media & Culture 2025: Official Conference Proceedings (pp. 863-876) https://doi.org/10.22492/issn.2436-0503.2025.69
To link to this article: https://doi.org/10.22492/issn.2436-0503.2025.69
Comments
Powered by WP LinkPress