The Mechanism of Stimulating Resident tourists’ Place Attachment via Festivals

In this research, the Stimulus-Organism-Response (S-O-R) paradigm is employed to empirically investigate the connections between cultural motivation, involvement, authenticity, and place attachment in festivals from the perspective of resident tourists. We collect data through a questionnaire survey (N = 382) during the festival Encounter in Macao – Arts and Cultural Festival between China and Portuguese-Speaking Countries. Subsequently, the model is assessed using confirmatory factor analysis and structural equation modeling with AMOS 26.0. The outcomes reveal that both cultural motivation and involvement positively affect authenticity, which in turn enhances place attachment. These findings have significant strategic and practical implications for festival organizers and service providers involved in festival management.