Emotional engagement as a mediator between perceived authenticity and tourist satisfaction at cultural festivals

This research addresses the question of how emotional engagement mediates the relationship between perceived authenticity—objective, constructive, and existential—and tourist satisfaction at cultural festivals. While previous studies have explored the impact of authenticity on satisfaction, few have examined the psychological mechanisms underlying this relationship, particularly in the context of developing countries like Vietnam. The study aims to bridge this gap by investigating the role of emotional engagement as a mediator, emphasizing the importance of tourists’ personal and emotional connections in shaping their overall satisfaction. Using a quantitative approach, the research collected survey data from 369 participants at three major Vietnamese cultural festivals—Hue Festival, Lim Festival, and Perfume Pagoda Festival. The data were analyzed using Structural Equation Modeling (SEM) with SPSS 22 and AMOS 20 software to test the proposed hypotheses. The findings reveal that emotional engagement significantly mediates the relationship between perceived authenticity and tourist satisfaction, with existential authenticity exerting the strongest influence on emotional engagement. This suggests that tourists value experiences that foster deep emotional connections and personal meaning. The study's results highlight the necessity for festival organizers and destination managers to design immersive and emotionally engaging festival experiences that enhance authenticity perceptions and overall satisfaction. By fostering stronger emotional connections, cultural festivals can improve visitor experiences, boost return intentions, and enhance destination appeal. These insights provide valuable theoretical contributions to cultural tourism research while offering practical recommendations for enhancing the emotional and psychological dimensions of festival experiences.