近年來國人逐漸重視休閒旅遊需求，國內旅遊人口因此逐漸成長，因體驗消費的時代來臨，大多旅遊方式採取自助旅行以獲得更深度的旅遊。為了國人旅遊上的便利，觀光局推出台灣好行觀光巴士，提供台灣各地方觀光景點接駁的服務。黃金福隆音樂線是其中最受歡迎的路線，近期更推出國內第一個結合音樂和旅遊的服務的單位，在接駁巴士上提供播放已經過挑選搭配各景點的音樂，並且在接駁巴士站牌等車時，也在站牌上提供QRcode供大家掃描後聆聽景點相關音樂。現今音樂已被廣泛應用在店頭及廣告行銷當中，但鮮少被直接利用在旅遊服務上。不僅實務領域如此，包括學術領域也很少有這方面的研究。此外，實務界僅有黃金福隆音樂線單一案例，因該案例的旅遊主題固定，音樂屬性也相似，且經過初步和提供該服務的單位訪談，該單位表示，在旅遊中提供音樂的服務對於旅客的接受度和反應皆未做過調查，因此，從而無從對照比較音樂對於旅遊經驗之成效和箇中的意義。為探求音樂在開放的旅遊景點播放，對於旅客旅遊經驗的意義和影響，本研究採用混和研究法，質化為主量化為輔，到真實場域去探究音樂在旅遊當中所扮演的角色及其背後的脈絡內涵。本研究根據問卷結果，挑選大部分人都較常選擇參與旅遊的自然或生態主題旅遊為案例，以台南黃金海做為研究場域，以及從關於旅遊歌單問題的問卷結果，挑選了12首調性、音程、節奏等音樂屬性不同的音樂作為研究素材，並從問卷中挑選出喜愛音樂，平常對音樂涉入程度高的填答者作為訪談對象。本研究將該12首音樂放入mp3並交給旅客，在旅客旅遊過程中，包括聽音樂前及聽音樂以後，進行半結構式之深度訪談。研究結果顯示先有環境的氛圍感知的動作，進而感知音樂的和適度後，影響旅客的旅遊經驗，最後影響旅客的停留長度，再訪意願，以及口碑推薦行為；有時候，旅遊同伴和所從事的活動會成為另一個中介影響氛圍感知的因子，進而影響旅客感知音樂和環境的結果及後續的旅遊經驗和行為。根據研究結果，音樂在旅遊過程中，扮演著過濾環境雜訊、促進情緒感知，以及促進地方觀光發展的角色。另外，自然或生態旅遊主題主要適合播放小調、音程窄、慢節奏、規律節拍、和弦的呈現平靜、愉快及感性的音樂。

Recently, leisure tours have become popular, and the number of tourists has gradually increased. Most tourists adopt travel methods for in-depth tours without the use of a travel agency. For the convenience of residents, the Taiwan Tourists Bureau provides the “Taiwan Tourist Shuttle” service to transport tourists to the scenic spot around Taiwan. The Fulong line is the most popular line among those offered on the “Taiwan Tourist Shuttle” and is the first unit that combines music and tourism together. The service is named “Music of Golden Fulong.” Nine songs coordinated with nine scenic spots are played while the bus is moving from destination to destination. In addition, each bus station also provides a QRcode for scanning and enjoying music. Nowadays, music has been widely applied in store marketing and advertising. However, it has rarely been applied to tourism. Not only has the empirical field rarely applied music to on-site tours, but it has also not been addressed in the research field. Furthermore, due to the fact that there is only one case in the Taiwan tourism market, the case of music attribution and place of the tour are similar and fixed to examine their effectiveness. In addition, an interview with the service host unit indicated that they never do surveys after offering this service. In order to determine the meaning behind the relationship, the present study adopts a mixed method in the real context and explores the role of music in the tour experience. A qualitative method is adopted as the main method with a quantitative method used as assistance for screening. Based on the questionnaire survey, most of the people participate in tour types related to nature and ecology; therefore, nature or ecological tours are chosen as the research field. Twelve songs are selected from the responses about the song list on the questionnaire as material. Six interviewees who love music and are highly involved with music are chosen from the questionnaire as well. After that, a semi-structured interview is conducted. The results of the present research indicate that environment dominates perception initially. Companion and activity type are sometimes potential factors that may affect perceptions of the atmosphere. Music then would be considered to play the role of a filter, accelerator, and promoter in a tour to affect the tour experience and further to affect tourist behavior. Narrow melodic intervals, minor modes, consonant harmony with flowing rhythm and slow tempo express serene, sentimental, and pleasurable feelings, which are suitable for nature or ecology tours.

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