Investigating festivals and events as social gatherings: the application of social identity theory

Abstract

ABSTRACTFestivals and events as social gatherings have become an increasingly important sector of the tourism and leisure industries. The present study applied social identity theory to examine the causal relationship between the three mental stages experienced by event visitors: social categorization (fundamental and hedonic values), social identification (social identity), and social comparison (self-esteem), as well as another two consequential factors (revisit intention and electronic word-of-mouth). Data were collected at the Harbin Ice and Snow Sculpture Festival in Harbin, China. The results confirmed that fundamental and hedonic values influence visitors’ social identity, which consequently influences self-esteem. The study provides a theoretical foundation for understanding visitors’ attitudes and behaviors in the contexts of festivals and events.