The impact of sound design with AI synthetic voices on the listening experience in audio tour guides

Abstract In the evolving landscape of audio-guided experiences, this study explores how key sound design elements—specifically AI synthetic voices, background music, and sound effects—shape travelers’ listening experiences. Using a 2 × 2 × 2 full-factorial experimental design, we investigate how these components influence both cognitive and affective responses in audio communication. Building on strong experimental findings, textual analysis adds nuanced insights. The results show that female AI voices significantly enhance cognitive outcomes mediated by listener familiarity, and participants showed a more favorable affective response to female AI voices over male ones. Background music and sound effects also enriched experiences by enhancing mental imagery, though their significant interactions suggest that the combination of using both design elements risked overwhelming listeners. This study equips audio design practitioners with a practical framework for integrating diverse sound elements to enhance listening experiences, while also enriching the discussions on audio design and fostering innovation within technology-driven tourism.