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Music and emotion links to visitor harassment: a look at Jamaica

Music and emotion links to visitor harassment: a look at Jamaica PurposeThe purpose of this paper is to use a study conducted on the Caribbean island of Jamaica to make the case that music might be a plausible suppressant of negative visitor harassment (VH). The goal of the study in question was to determine the genres of songs and music likely to have a positive effect on emotions the antithesis of the ones associated with VH but would have positive effect on visitors’ shopping behaviors as well.Design/methodology/approachA mixed method pre-experimental design was used for the study. Forty-two craft traders from a single craft market in Jamaica participated in seven music experiments and the data gathered were analyzed using predominantly paired and independent t-test analyses.FindingsThe researchers found that music likely to result in positive shopper behaviors also resulted in positive trader emotions, in particular in emotions the antithesis of those associated with trader harassment. In addition, the researchers discovered that old non-instrumental local songs had a significantly greater positive effect on these emotions than local contemporary songs and instrumental music.Originality/valueThe study discussed was original as it was the first known that looked at music as a possible treatment for negative VH. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

Music and emotion links to visitor harassment: a look at Jamaica

Tourism Review , Volume 74 (3): 14 – Jun 12, 2019

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1660-5373
DOI
10.1108/TR-11-2017-0174
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to use a study conducted on the Caribbean island of Jamaica to make the case that music might be a plausible suppressant of negative visitor harassment (VH). The goal of the study in question was to determine the genres of songs and music likely to have a positive effect on emotions the antithesis of the ones associated with VH but would have positive effect on visitors’ shopping behaviors as well.Design/methodology/approachA mixed method pre-experimental design was used for the study. Forty-two craft traders from a single craft market in Jamaica participated in seven music experiments and the data gathered were analyzed using predominantly paired and independent t-test analyses.FindingsThe researchers found that music likely to result in positive shopper behaviors also resulted in positive trader emotions, in particular in emotions the antithesis of those associated with trader harassment. In addition, the researchers discovered that old non-instrumental local songs had a significantly greater positive effect on these emotions than local contemporary songs and instrumental music.Originality/valueThe study discussed was original as it was the first known that looked at music as a possible treatment for negative VH.

Journal

Tourism ReviewEmerald Publishing

Published: Jun 12, 2019

References