Resident attendees of Macao's Drunken Dragon Festival: a cluster analysis
International Journal of Event and Festival Management
ISSN: 1758-2954
Article publication date: 23 June 2020
Issue publication date: 11 August 2020
Abstract
Purpose
The 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/approach
The 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.
Findings
A two-cluster solution revealed that the two groups, overall, had distinct demographic characteristics and had somewhat different perceptions and attitudes towards the festival.
Practical implications
The 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/value
This 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.
Keywords
Acknowledgements
Funding: This research was funded by Macao Institute for Tourism Studies, grant number 120/EST/2015 and 075/EST/2017.
Citation
Choi, S.-h., Couto, U.S. and Imon, S.S. (2020), "Resident attendees of Macao's Drunken Dragon Festival: a cluster analysis", International Journal of Event and Festival Management, Vol. 11 No. 3, pp. 375-393. https://doi.org/10.1108/IJEFM-12-2019-0062
Publisher
:Emerald Publishing Limited
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