ABSTRACT This research investigates the influence of intergenerational transmission of cultural capital on festival loyalty, using data from 524 families. Findings indicate that the transmission of cultural capital across generations significantly bolsters festival loyalty. This research underscores the indirect impact of cultural habits, educational attainment, and material culture on festival loyalty, mediated through the transfer and accumulation of cultural capital among generations. It highlights the pivotal role that families play in preserving and evolving cultural traditions. Key determinants of festival loyalty include familial emphasis on festivals, the methods of celebrating them, and the acknowledgment of their cultural importance. This research provides valuable insights into festival marketing strategies and cultural preservation, laying the groundwork for future research on cultural sustainability and the celebration of festivals through the lens of intergenerational cultural capital transfer.