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Are you interested in multisensory urban experiences?

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Our summary today works with the article titled Urban sensory map: How do tourists “sense” a destination spatially? from 2023 by Huahua Li, Mimi Li, Huixia Zou, Yi Zhang, and Jinjing Cao, published in the Tourism Management journal. This is a great preparation to our next panel discussion with Dr Kirsten Day and Lucas Nadolskis in episode 200 talking about experiencing the city not just through the visual cortex. Since we are investigating the future of cities, I thought it would be interesting to see how sensory experiences are involved in spatial sensing. This article establishes a macro–meso–micro analytical framework to explore the relationships among sensory experiences and spatial environmental characteristics based on social media big data.

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Welcome to today’s What is The Future For Cities podcast and its Research episode; my name is Fanni, and today I will introduce a research paper by summarising it. The episode really is just a short summary of the original paper, and, in case it is interesting enough, I would encourage everyone to check out the whole paper. Stay tuned until because I will give you the 3 most important things and some questions which would be interesting to discuss.

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Tourism is defined by its ability to offer vivid, multisensory experiences, where every sight, sound, smell, taste, and touch contributes to the overall enjoyment and memorability of a visit. Increasingly, research is uncovering the profound impact that these sensory engagements have on a visitor’s satisfaction, loyalty, and emotional connection to a place. This exploration moves beyond traditional boundaries by incorporating not just the five external senses but also interoception, or the perception of internal body states, as a crucial aspect of the tourist experience. By adopting a layered analytical approach and analyzing social media data, the investigation aims to uncover how sensory experiences are shaped by and interact with the physical environment of a destination. This innovative perspective seeks to fill critical gaps in understanding and managing tourist destinations, emphasizing the need for a holistic approach to sensory experience design that acknowledges both the external environment and internal bodily states.

Tourism experiences are fundamentally shaped by sensory interactions with the environment, where both external stimuli and internal bodily states, like hunger or fatigue, influence perceptions and behaviours. This concept, rooted in embodied cognition, highlights how sensory experiences extend beyond visual aesthetics to include a complex mix of all senses, playing a crucial role in differentiating destinations and enhancing visitor engagement. Despite the importance of external senses, interoception, the awareness of internal states, remains an underexplored area in tourism research. Additionally, spatial elements and environmental factors significantly impact these sensory experiences, yet there’s a gap in understanding their influence across different settings. This gap suggests a need for further investigation into the spatial dimensions of sensory experiences, aiming to improve destination management and design for enriched tourist experiences.

Suzhou, celebrated for its cultural heritage and natural beauty, was selected for a study examining tourists’ sensory experiences using data from Sina Weibo, a prominent social media platform in China. This innovative approach gathered vast amounts of user-generated content to analyse how visitors perceive and interact with the city’s attractions through their senses. By employing advanced data analysis techniques, including kernel density and correspondence analysis, researchers identified patterns in how different sensory experiences are distributed across Suzhou. Content analysis of tourists’ descriptions further illuminated the interplay between Suzhou’s environmental features and the sensory impressions they evoke, offering insights into enhancing tourist experiences by focusing on multisensory engagement.

The spatial distribution of sensory experiences in Suzhou, a city rich in historical and cultural attractions, revealed distinct patterns across senses, with sight being the most widely distributed. This dominance of visual experiences aligns with the city’s plethora of visually striking sites, from classical gardens to ancient towns. Auditory experiences, although less widespread, highlighted the cultural sounds of Pingtan and Kun opera, particularly in areas known for tranquillity like the ancient town and lake district. Olfactory experiences were more concentrated, often associated with natural aromas and food scents in specific areas like the city centre and Jinji Lake, reflecting the intimate connection between smell and environment.

Taste experiences closely followed visual distribution, suggesting that culinary experiences are integral to tourist engagement in Suzhou, spanning from core areas to more secluded locations like Yangcheng Lake. Tactile experiences focused on outdoor attractions, emphasizing the physical interaction with the environment, such as temperature and texture. Interoceptive experiences, notably tiredness, were linked to physical activities in tourist-heavy areas, showing how the spatial layout and the nature of attractions can influence visitor comfort and engagement. This comprehensive mapping of sensory experiences underscores the importance of a multisensory approach in destination management, suggesting that enhancing auditory and olfactory experiences could further enrich the tourist experience in Suzhou.

Exploring the sensory landscape of Suzhou, China, revealed a vibrant tapestry of experiences, with the city’s central area emerging as a focal point for diverse sensory interactions. Visual and taste sensations stood out, painting Suzhou as a feast for the eyes and palate, while sounds and smells played subtler, yet significant roles. The analysis showed that certain sensory experiences are intricately linked with specific attractions, suggesting that emphasizing these dominant sensory traits could make each site more distinct and memorable. This approach not only enriches our understanding of sensory experiences in tourism but also delves into their origins, highlighting the impact of both natural and constructed elements in urban settings.

The investigation bridges sensory experiences with geography, underscoring how spatial design influences tourist perceptions and interactions. It challenges the traditional focus on sight, expanding the sensory scope to include internal bodily sensations, thereby offering a more holistic view of how tourists engage with their surroundings. Utilizing social media data as a lens, practical insights emerge for destination management, such as creating sensory maps to guide enhancements in the sensory environment. These findings advocate for a nuanced, multisensory strategy in tourism development, ensuring that destinations like Suzhou can offer rich, immersive experiences that resonate with visitors on multiple sensory levels. Designing multisensory urban environments, informed by social media data, can enhance visitor experiences and contribute to humanistic city construction.

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What was the most interesting part for you? What questions did arise for you? Do you have any follow up question? Let me know on Twitter at WTF4Cities or on the wtf4cities.com website where the transcripts and show notes are available! Additionally, I will highly appreciate if you consider subscribing to the podcast or on the website. I hope this was an interesting paper for you as well, and thanks for tuning in!

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Finally, as the most important things, I would like to highlight 3 aspects:

1. Multisensory experiences significantly enhance tourist engagement in urban environments, prioritizing both internal and external senses.
2. Social media data analysis can reveal sensory landscapes guiding urban design and destination management towards a holistic sensory approach.
3. Emphasizing multisensory environments contributes to humanistic city development, benefiting tourists and residents alike.

Additionally, it would be great to talk about the following questions:

1. How could urban environments be designed to better cater to the sensory needs of both tourists and residents?
2. How do sensory experiences like sight and taste shape your memories of a place you’ve visited?
3. What role do you think internal bodily sensations play in your overall enjoyment of a tourist destination?

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