The psychological effects of music: Implications for hotel firms

Abstract

If used properly, music can be a useful tool employed by hoteliers. This article synthesizes most, if not all, of the recent and seminal work from a variety of disciplines to outline the positive effects that atmospheric music can have on a hotel's patrons and employees. Specifically, the psychological influences of music in a hotel's physical environments, a hotel's telephone system, and a hotel's proprietary website are discussed. In terms of the physical environment, music can: 1) cause guests to spend more time and money in an establishment; 2) influence buyer/ seller interactions; 3) improve customers' attitudes during a wait; 4) amend guests' perceptions of brand personality and décor; and 5) enhance employee productivity. Regarding telephone interactions, evidence suggests that the proper use of music can bolster customers' satisfaction with the telephone encounter. Lastly, emerging research indicates that website music can enhance viewers' arousal, interest, satisfaction, and learning.