Abstract
PurposeThe present study aims to investigate resident attendees' perceptions and attitudes towards a traditional cultural festival. It further clusters the attendees and identifies the profiles of each cluster based on its demographic, attitudinal and behavioral variables.Design/methodology/approachThe Drunken Dragon Festival, a traditional cultural festival in Macao SAR, which has been embedded in the local community for about a century, is used as a case. Data collected from 378 residents on the day of the festival were factor analyzed and then grouped by using cluster analysis.FindingsA two-cluster solution revealed that the two groups, overall, had distinct demographic characteristics and had somewhat different perceptions and attitudes towards the festival.Practical implicationsThe results not only show the overall perceptions of the Drunken Dragon Festival among the resident attendees, but they also imply that the government and the organizers need to communicate with and involve the two resident attendee clusters differently.Originality/valueThis study is one of the first attempts to investigate the residents' attitudes towards the transformational development of a traditional cultural festival as an effort to ensure the viability of intangible cultural heritage and to utilize it as a tourism resource.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Event and Festival Management
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
