The role of art events in enhancing attachment to cultural heritage places: a case study from “Forever is Now” exhibition at Giza Pyramids, Egypt

Purpose This research aims to explore the impact of art events on enhancing attachment to cultural heritage places, while considering personal experience as a mediating variable and accounting for the effect of perceived quality on personal experience. The research seeks to emphasize how these events distinguish one place from another and shape individuals’ perceptions and behaviors toward places. Design/methodology/approach This research adopted a positivist approach, collecting data from 70 visitors of the “Forever is Now” exhibition at Giza Pyramids in Egypt through convenience sampling. A quantitative analysis was conducted using structural equation modeling, which was employed to examine the relationships among the variables within the proposed research model. Findings The study indicates that art events, alongside their perceived quality, have a significant impact on promoting and enhancing attachment to cultural heritage places, with the individual’s personal experience serving as a mediator. By showcasing the cultural identity of a place, evoking emotions, and creating unique experiences, art events can foster strong emotional connections between individuals and a specific place, ultimately resulting in a greater sense of attachment to that place. Research limitations/implications This research advances the theoretical discourse on place attachment by proposing a conceptual framework that examines the relationship between art events and place attachment. The research model incorporates two additional factors: perceived quality as a control variable and personal experience as a mediating variable. The limitations of this study stem from its narrow focus on a single Egyptian art event at the culturally significant Giza Pyramids. Furthermore, the employment of convenience sampling could constrain the broader applicability of the study’s results, potentially limiting the generalizability of the findings across different contexts. Practical implications This research advances the comprehension of how art-related events shape place attachment, yielding valuable insights for professionals working in place branding. Understanding the role of the perceived quality in event organization can provide valuable insights for organizers of art events held in places with distinct identities. Additionally, examining the role of personal experience in these events allows for the exploration of attendees’ psychological factors and personality traits, which can be integrated into the event planning process. Originality/value This research highlights the significant role of art events held in cultural heritage places in differentiating these places and shaping individuals’ perceptions and behaviors, eventually enhancing place attachment. It emphasizes the benefits of art events in attracting tourists and reinforcing the cultural significance and identity of the place.