The Influence of Created Folk Festivals on Place Identity:Structural Equation Model on Yuexiu Temple Fair

Festival is an important context of place identity research.Festivals may enhance or weaken place identity.However,how the created folk festivals put influence on place identity is worth exploring.This study takes Yuexiu Temple Fair,a created folk festival in Guangzhou for a case and collects data by questionnaire method and uses structural equation model to analyze the data.The results are as follows:First,place identity is constructed of cognitive,emotional and intentional identity.Second,there is a significant correlation between the cognition of the purpose about creating the Yuexiu Temple Fair and the evaluation of its local attributes.The cognition of the purpose directly affects cognitive place identity,and the evaluation of its local attributes directly affects the affective place identity.The cognitive place identity directly affects the emotional place identity and the intentional place identity and also indirectly affects the intentional place identity via the affective place identity.This paper constructs and tests a structural equation model of place identity under the context of a created folk festival and may provide some complements for the study on festival and place identity.