“A very special song from Queen to you!” The role of music in destination promotional videos

Purpose – This study contributes to the discussion on the interplay between music and destination advertising by exploring the roles of music in destination promotional videos (DPVs). Design/methodology/approach – Eight focus group discussions on DPVs about Budapest (Hungary) were assessed through thematic analysis. Individuals’ interactions with and perceptions of advertising can be explored in depth through the former, while the latter allowed to identify the roles of music in DPVs. Findings – Results show that music plays a very important role in DPVs in which it acts as a conveyor. Viewers associate a DPV’s musical elements and genre with a destination’s character. Here, the use and remix of traditional music was felt to be controversial because of its ability to communicate cultural identity. The music caught the audience’s attention, elicited emotions in them and made them think about the destination in question. An original music track can make a video memorable. Research limitations – A convenience sample was used with international and Hungarian university students for the focus groups. Practical implications – Music is a powerful conveyor of the particular characteristics of a destination and if the structural elements of music, such as tempo, rhythm, and dynamics, are chosen appropriately, tourism marketers can create compelling promotional videos. By recognising that different audiences are attracted by different genres of music, marketers can target specific tourist segments. Furthermore, tourism marketers are advised to ask locals’ opinions about which music best represents their city’s cultural identity. Originality of the study – Through an understanding of the important role of music in DPVs, this study provides a novel insight into assessing young people’s cognitive and affective responses to music in promotional videos.