Researchers have discovered that enhancing the biodiversity of outdoor spaces can significantly improve the experience of visitors, leading to increased satisfaction and engagement. This article explores how businesses can leverage the power of natural soundscapes, such as diverse birdsong, to enhance their customer experience and potentially boost their bottom line. Biodiversity and soundscapes play a crucial role in our connection with nature, which is vital for our mental and physical well-being.
Creating Better Visitor Experience
A study just published by the University of East Anglia found that visitors to vineyard tours had a better experience if they could also listen to more abundant birdsong. According to a new study in People and Nature, transforming business sites that are located outdoors into wildlife-friendly habitats can improve the quality of visitation at natural reserves.
Using data from 21 English vineyards, the researchers found that higher bird species richness — but not abundance — produced acoustically more complex and louder soundscapes. The team assessed tourists’ experience of the tour in relation to sound enjoyment, soundscape connectedness, and tour satisfaction at three of the study vineyards that conduct tours Enhancing the soundscape of a winery by using both hidden speakers and altering birdsongs therefore resulted in improved enjoyment levels among visitors to vineyards accompanied by louder and more diverse baseline soundscapes.
The Importance of Soundscapes
The natural soundscapes help to make us more in tune with nature. Nonetheless, may people are losing the chance to experience nature as biodiversity declines to historically low levels and urban soundscapes become more prevalent. This can wreck havoc on our mental and physical well being.
Lead author of the study, Dr. Natalia Zielonka, says: “This shows that sounding rich in birdsongs help us mindfully experience nature which is good for our well-being and indicates the significance of sounds in nature engagement. As myriad forms of life teeter on the edge of extinction and our human lives become ever more urbanized and remote from nature, so too it becomes urgent to save biodiversity, as well as to invent new rich forms in which biodiversity MIGHT be experienced.
Business Use Cases
Dr Netto added, “The implications of these findings can extend beyond the specific site investigated here to many outdoor businesses and venues (including gardens, historic halls) and outdoors services in general(cafes/restaurants/national parks). Saffron Grange vineyard manager, Paul Harrison, who offered one of his vineyards for the study says: “It was surprising how people reacted to bird song and even more astonishing what affect playing a recording had. This just points how crucial nature is for us as humans on so many fronts and if anything hopefully a study like this encourages more investment and support for conserving, preserving and growing our natural world.
The researchers have practical advice for businesses seeking to improve their soundscapes including managing hedgerows and planting mixes of various grasses and bird seed mixes that benefit more species. This will in turn create a happier and calmer state of mind for your clientele which should build satisfaction, keep repeat business, and lead to better financial results.
