The moderating effect of participation on community identity in cultural festivals: A post-pandemic reality check

Abstract

This study aims to identify the antecedents of community identity, ensuring social well-being, a feeling of inclusiveness and a sense of belonging ensuring its core of existence. The study has been carried out in the famous Baliyatra which has immense importance from the cultural point of view. The study has taken the views of the participants who has visited post covid with a feeling of belongingness and cultural identify. The research hypotheses were tested with a sample of 379 participants attending the Baliyatra Festival held in Cuttack, Odisha, India. The results indicated that sense of belongingness and feeling of inclusion are crucial predictors of participants’ level. The results are expected to assist festival planners in managing and designing festivals that can appeal to participants who make up a significant percentage of cultural festival market. The study adds to the knowledge of how cultural identity can influence festival participants in Baliyatra, Cuttack, Odisha.

Keywords:

• Baliyatra
• cultural identity
• sense of belongingness
• participants
• social well-being

Additional information

Notes on contributors

Sandeep Kumar Mohanty

Dr. Sandeep Kumar Mohanty is working as Assistant Professor at XIM University, Bhubaneswar; Odisha. He has more than fifteen years of teaching and research experience in the field of marketing. He has a PhD from IIT kharagpur, one of the best institutes in India. He has varied research interest in the field of services marketing, branding and marketing communication. . He is a profound researcher and has published papers in national and international journals. Mobile- ([phone] Email: [email protected]

Prakash Chandra Dash

Dr. Prakash Dash is working as an Associate Professor at IMIS, Bhubaneswar. Prior to this he was associated with ASBM University. He has done an MBA and Ph. D in marketing from Utkal University. To his credit he has 13 years of post-graduate teaching experience in different B-Schools. He is a profound researcher and has published papers in national and international journals. He has the honor of publishing textbooks in the area of marketing for MBA programs. Mobile- ([phone] Email: [email protected]