The Influence of Place Attachment and Festival Involvement on Traditional Festival Experience: A Case Study of Guangzhou Spring Festival Flower Fair

The Influence of Place Attachment and Festival Involvement on Traditional Festival Experience: A Case Study of Guangzhou Spring Festival Flower Fair

Urban traditional festivals have been challenged by competition from commercial-themed festivals, and only when the cultural connotations of traditional festivals are able to adjust to modern concepts and requirements, can they inherit from the modernization of festivals. Participants are the core audience of traditional festivals, and their main behavior in festivals is experience. However, the experience quality of traditional festivals is usually influenced by individuals’ place attachment. Therefore, exploring the experience of traditional festivals based on place attachment theory could help us more deeply understand festival experience behaviors so as to provide guidance for the transformation and development of traditional festivals. Based on previous studies on festival experience and place attachment, this study established the relationship model of festivalscape, place attachment, festival involvement, positive emotions and satisfaction, and used a structural equation model to test the hypothesis model through 217 investigated questionnaires, taking Guangzhou Spring Festival Flower Fair as a case study and Guangzhou residents as respondents. The result shows that festivalscapes have a significant positive influence on place attachment and positive emotions; place attachment has a significant positive influence on festival involvement and positive emotions; festival involvement has a significant positive influence on positive emotions; and positive emotions have a significant positive influence on satisfaction.