The Role of Immersive Festival Experiences, Identity, And Memory in Cultural Heritage Tourism

Abstract

This article provides insights for attracting short-haul visitors to cultural heritage festivals. We show how a set of experience dimensions work as value drivers to enhance a cultural heritage experience. Drawing on the experience literature we use structural equation modeling to test the relationships between attitude, memory, and revisit intentions. Empirical data were collected from short-haul visitors (from Scandinavia, Europe, and UK) at five Norwegian Viking festivals. Through an integrative framework we examine how appraisals of the experience are impacted by (1) identification with a festival theme, (2) entertainment value, (3) storytelling, and (4) personal interest. Key findings: attendee perceptions of experience dimensions have a positive influence upon their attitudes, memories, and revisit intentions; the formation of good and abundant memories strengthens the attitude–loyalty relationship; self-identification with heritage theme strengthens revisit intentions. The findings are timely as global emergencies increase the appeal of short-haul tourism.