Different voices may have persuasive effects on individuals’ decision-making processes; however, in the tourism context, little attention has been paid to online paid tour guide audio. This study investigates how the voice characteristics of tour guide audio play a persuasive role in tourist purchase decisions. Drawing on the stereotype content model, we identify two voice characteristics: perceived warmth and competence. We then extract them from tour guide audio using speech processing and deep learning techniques. Our results show that perceived warmth and competence are positively related to tourist purchase decisions. The contingency effects further indicate greater warmth perception for female tour guides and greater competence perception for male tour guides. In addition, drawing on the value co-creation paradigm, we imply that perceived warmth is more salient for nonprofessionals, such as scholars, cultural celebrities, and even tourists themselves, whereas perceived competence is more salient for professionals, such as tour guides. This study represents pioneering work in AI-based sonic analysis in the tourism context and offers practical implications for tour guides on how to design their online tour guide audio and enhance tourist purchase decisions.

中文翻译：

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基于深度学习的付费导游音频语音特征对游客购买决策的说服作用


不同的声音可能对个人的决策过程产生说服力；然而，在旅游领域，在线付费导游音频却很少受到关注。本研究探讨导游音频的声音特征如何在游客购买决策中发挥说服作用。利用刻板印象内容模型，我们确定了两个声音特征：感知的温暖和能力。然后，我们使用语音处理和深度学习技术从导游音频中提取它们。我们的结果表明，感知的热情和能力与游客的购买决策呈正相关。权变效应进一步表明，女性导游的温暖感更强，而男性导游的能力感更强。此外，利用价值共创范式，我们认为感知温暖对于非专业人士（例如学者、文化名人，甚至游客本身）更为显着，而感知能力对于专业人士（例如导游）更为显着。这项研究代表了旅游业中基于人工智能的声音分析的开创性工作，并为导游如何设计在线导游音频和增强游客购买决策提供了实际意义。