New research indicates that vineyard visitors have a more enjoyable experience when they listen to varied birdsong during their tours.
New research indicates that vineyard visitors have a more enjoyable experience when they listen to varied birdsong during their tours.
According to findings from the University of East Anglia, outdoor businesses can enhance customer satisfaction by promoting biodiversity at their locations.
Natural sounds create ‘soundscapes’ that significantly affect how we perceive our environment.
Unfortunately, a significant decline in biodiversity is leading to quieter nature sounds, while urban noises are increasingly taking over.
These shifts are diminishing our chances to connect with nature, which is linked to poorer mental and physical health outcomes.
Dr Natalia Zielonka, lead author from UEA’s School of Biological Sciences, expressed, “To explore how sounds affect our nature experiences, we examined soundscapes in English vineyards and analyzed their impact on visitors.”
“Agricultural areas often face challenges with declining wildlife, and there’s growing pressure to protect biodiversity. Our research looked into the broader benefits that conservation efforts could bring to vineyards.”
To simulate soundscapes richer in birdsong, we concealed speakers along vineyard tour paths, playing additional birdsong for some groups. This resulted in ‘enhanced soundscapes’ that were both louder and more varied.
After the tours, we gathered visitor feedback through a survey to evaluate their experience.
Those who experienced our enhanced soundscapes reported a more positive tour experience and expressed stronger feelings that the sounds were appealing and engaging.
This approach helped visitors feel more liberated from daily stresses, promoting relaxation and optimism during the tours.
The researchers assessed soundscapes in 21 English vineyards using acoustic analysis, correlating them with the richness and abundance of bird species.
They discovered that higher bird species richness—not simply abundance—contributed to more varied and pronounced soundscapes.
At three of the vineyards involved in the study, the team assessed how visitors felt about their tours based on sound enjoyment, connection to the soundscape, and overall satisfaction.
Interestingly, guests at vineyards with naturally loud and diverse baseline soundscapes (before any additional birdsong was added) also reported enhanced tour experiences.
The researchers’ experimental enhancement further confirmed this, with respondents noting they heard significantly more bird species during the tours and rated their enjoyment, connection, and satisfaction higher than in standard conditions.
This impact was most notable among visitors who actively practiced environmental-friendly behaviors, like buying organic products, suggesting a deeper appreciation for nature and its sounds.
Saffron Grange in Essex, which produces quality sparkling wine, participated in the research, emphasizing a holistic approach to supporting its ecosystem.
Vineyard manager Paul Harrison stated, “We all benefit from the vineyard’s soundscape every day, and in our daily lives, we might not fully recognize how significantly it impacts our well-being compared to other work environments.”
“Many of us come from corporate jobs, enabling us to appreciate nature more than being confined in an open-plan office.”
Harrison was surprised by how much birdsong influenced visitors’ experiences and the stronger effect of the additional recordings.
He remarked, “This highlights nature’s importance for human well-being across various levels, and we hope this research encourages more investments in preserving and enhancing our natural environments.”
Dr. Zielonka concluded, “Our results indicate that richer bird song soundscapes facilitate a more mindful engagement with nature, ultimately benefiting our well-being, and underscore the role of sounds in nature experiences.”
“With biodiversity at risk and urban lifestyles detaching us from nature, it’s essential to conserve it and create accessible opportunities for natural experiences.”
The study focused on English vineyards, which, like other agricultural settings, are encouraged to protect biodiversity. Researchers believe that birds preservation efforts can enhance vineyard visitors’ experiences, potentially benefiting the industry.
Co-author Professor Simon Butler from UEA’s School of Biological Sciences suggested that these findings could be applicable to any outdoor spaces open to the public that could be managed for better biodiversity.
He noted, “Spaces like gardens, historic estates, cafes with outdoor seating, markets, and parks could all experience positive outcomes.”
Moreover, he noted that this approach could be beneficial in educational and care settings, fostering a more relaxed and mindful atmosphere.
At Saffron Grange, the team is receiving guidance from researchers on simple strategies to boost biodiversity.
Harrison mentioned, “We discussed how to improve our habitats based on the findings of Natalia’s bird survey.”
“For instance, instead of trimming hedges flat every three years, we could shape them like a roof, promoting better habitats.”
“We also plan to introduce more diverse grasses and birdseed mixes to support particular bird populations.”
He noted that leaving some exposed soil under the vines could attract birds looking for insects, demonstrating a broader understanding of the ecosystem for better management.
“While we have been aiming to avoid exposed soil for better soil health, it poses challenges, especially concerning humidity and disease. Ultimately, striking a balance is key for managing both our vineyard and personal well-being.”
While the study showed increased satisfaction in tours with livelier, more diverse soundscapes, it did not measure financial impacts on sales or visitor return rates.
This research was a collaborative effort with the University of Cambridge, supported by the UKRI Biotechnology and Biological Sciences Research Council, the UKRI Natural Environment Research Council, the University of East Anglia, and the Sustainable Wine of Great Britain initiative.
Findings from “Increased bird sound diversity in vineyards enhances visitors’ tour experience” are published in People and Nature.
