TEHRAN–Local music can differentiate the experience of tourists in ecotourism resorts and strengthen the sense of closeness to the local culture.
By playing local music, tourists understand the destination’s atmosphere before seeing the architecture or accommodation services and gain a lasting experience of being in ecotourism atmosphere. In addition to creating attraction and difference, music can increase the length of stay of tourists and enrich their travel experience.
Arash Ghahreman, a member of Tourism Research Institute of Jahad Daneshgahi, Khorasan Razavi, told ISNA that local music plays an important role in creating a different experience for tourists in the communal spaces of ecotourism resorts and can directly affect the choice of a tourist destination. This role can be summarized in three basic functions.
He continued that the first function is to activate the tourist’s senses and emotional memory. “Music affects human emotions faster than images. When tourists enter an eco-lodge and hear the sound of a local instrument, they understand the mood of the destination before they observe and analyze the architecture, food, or other elements of the environment.”
Ghahreman added: “The second function is to strengthen the sense of cultural authenticity. Today’s tourists are looking for a real experience of cultures, not exposure to theatrical and artificial performances. Live local music is one of the strongest signs of a region’s cultural authenticity and can present a more realistic image of the local identity to the audience.”
He said: “The third function is to create competitive differentiation between tourist destinations. In a situation where many eco-lodges have many similarities in terms of architecture and services, music can be a differentiating element. In many global examples, music has become part of the brand identity of a city or region; in such a way that upon hearing a specific piece, the audience subconsciously remembers that city or region.”
Emphasizing that in order for local music to be attractive and understandable in tourist spaces, it is essential to observe several principles, he added: “First, the music should be appropriate to the geographical and cultural identity of the region. Second, controlling the intensity and time of performance is important; music should not interfere with tourists’ rest or conversation, and it is better to perform professionally at specific times, such as after dinner.”
Ghahreman continued: “Third, the performances should be narrative-oriented. A brief introduction about the historical background, the meaning of the lyrics, and the cultural context of the music, especially for non-local and foreign tourists, will help them establish a deeper connection with it. The fourth point is the use of local and professional artists and the use of standard equipment. The fifth principle is to increase the participation of tourists in the music experience.
Holding short workshops on local instruments or creating opportunities for tourists to simply accompany themselves with music can create a deeper and more lasting experience for them.”
“At the same time, music can be used as an effective tool in tourism marketing. It means that each region can be known for its own music. Producing short 15- to 30-second pieces for use in teasers and promotional videos for accommodations and tourist destinations is an example of this approach. Holding seasonal music events such as local music nights, harvest celebrations or small cultural festivals can also increase the length of stay of tourists and generate additional income for the region. These events can turn a tourist’s stay of a few hours into a stay of one or more days.”
KD
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