This study investigates the influence of the soundscape atmosphere on tourists' pleasure in nighttime tourism, focusing on how this effect is mediated by cultural authenticity and moderated by destination differences. It discloses the critical role of lighting atmosphere in enhancing night tourism marketing under limited resource allocation, which has yet to be disclosed or overlooked.
The research employs a dual-methodological approach: structural equation modeling (SEM) to test the relationships among constructs and fuzzy-set qualitative comparative analysis (fsQCA) to identify effective combinations of antecedent factors. The data were collected through questionnaires administered to tourists who visited Ciqikou Ancient Town, using established scales from the literature.
The findings reveal that soundscape atmospheres—comprising both sound and light elements—impact tourists' pleasure directly and indirectly through cultural authenticity, thereby enhancing the distinctiveness of the destination. The fsQCA analysis further highlights that configurations involving lighting atmospheres offer solid explanations for tourist pleasure. Among these, this study states that lighting atmosphere is the most influential factor in enhancing nighttime tourism, emphasizing its critical role in strategic resource allocation.
This study provides key insights for destination managers to enhance night tourism through immersive soundscapes and dynamic lighting, enriching sensory appeal and cultural authenticity. Well-designed nocturnal environments heighten tourist pleasure and emotional connections. Strategic lighting improvements optimize satisfaction, especially with limited resources. Leveraging sensory elements creates competitive, culturally resonant experiences, boosting destination appeal and ensuring sustainable growth with deeper tourist engagement.
This study pioneers the integration of an economic perspective into tourism marketing by exploring how strategically allocating limited financial resources can enhance tourist experiences through targeted investment in lighting atmosphere. Using SEM and fsQCA, it offers more profound insights into the interactions between sensory elements and emotional engagement in night tourism. This dual-method approach reveals nuanced pathways often missed by traditional analyses, advancing theory significantly. Importantly, the findings provide practical, evidence-based recommendations for destination managers to create culturally authentic and emotionally immersive nighttime environments, emphasizing lighting’s key role in visitor satisfaction. This study adds substantial value by bridging economic constraints with sensory and emotional design strategies in nighttime tourism.
