Composition and Perception of Background Music in Selected Hospitality Facilities in the Czech Republic

Authors

  • Dagmar Weberová Tomáš Baťa University Author
  • Radim Bačuvčík Tomáš Baťa University Author
  • Martin Kazík Tomáš Baťa University Author
  • Jana Černá University of Ss. Cyril and Methodius in Trnava Author

DOI:

https://doi.org/10.0000/qp6xr049

Keywords:

hospitality industry, marketing, music in marketing, perception of music

Abstract

The aim of this research study is to analyse the state of background music played in facilities of the hospitality industry in the Czech Republic in relation to how customers perceive said music. The study draws from a part of the findings of a quantitative survey focused on the analysis of music currently used in commercial spaces. The survey, which took place in 2019, consisted of respondents’ in-person visits and led to the production of a total of 6,909 reports, of which 1,190 (21%) came from facilities in the hospitality industry. The results have been analysed using methods of descriptive and inferential statistics, such as the ANOVA test, Tukey’s HSD test, chi-squared test, and Pearson correlation. While the results confirm that the use of background music in the form of popular song mixes played from the radio or other sources is prevalent, they also show that this option is rated the least positively by the respondents.

Author Biographies

  • Dagmar Weberová, Tomáš Baťa University

    Dagmar Weberová is a graduate of the Faculty of Arts of the Comenius University in Bratislava and she became an Associate Professor in Management at the Comenius University in Bratislava in 2013. As part of her pedagogical and research activities, she focuses on intercultural communication, intercultural marketing and globalisation issues. In practice, she is involved in counselling on business negotiations with foreign partners and workforce diversity in multinational companies.

  • Radim Bačuvčík, Tomáš Baťa University

    Radim Bačuvčík is an Associate Professor at the Department of Marketing Communication, the Faculty of Multimedia Communications at Tomáš Baťa University in Zlín. He is a graduate in Multimedia Studies at the Comenius University in Bratislava, holds a Ph.D. degree in Musicology at Palacký University Olomouc, a Master’s degree in Marketing Communication at Tomáš Baťa University in Zlín, and another Master’s degree in Economy and Management at Brno University of Technology. Those fields he combines in his many publications and research same as in his pedagogical practice.

  • Martin Kazík, Tomáš Baťa University

    Martin Kazík is a Ph.D. student, lecturer and researcher at the Faculty of Multimedia Communications of Tomáš Baťa University in Zlín. He has Master’s degree in Marketing Communication earned at the Department of Marketing Communications of the Faculty of Multimedia Communications at Tomáš Baťa University in Zlín. In his research he focuses on application of design thinking methods in academic education and research. He lectures Digital Marketing, Service Marketing, Service Design and Modern Marketing Research Methods. 

  • Jana Černá, University of Ss. Cyril and Methodius in Trnava

    Jana Černá is a graduate of the Faculty of National Economy of the University of Economics in Bratislava. In pedagogical, scientific and publishing activities, she specialises in the topics of services and tourism in the whole spectrum of these issues, specifically in services and tourism marketing

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Published

2022-04-24

Issue

Vol. 13 No. 1 (2022): Communication Today 1/2022

Section

Research studies

License

Copyright (c) 2022 Communication Today

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Weberová, D., Bačuvčík, R., Kazík, M., & Černá, J. (2022). Composition and Perception of Background Music in Selected Hospitality Facilities in the Czech Republic. Communication Today, 13(1), 108-129. https://doi.org/10.0000/qp6xr049