EMOTION, MEMORY, AND ATTACHMENT IN FESTIVAL TOURISM: A PHENOMENOLOGICAL STUDY OF INTERNATIONAL TOURISTS IN SOUTHERN VIETNAM

Abstract

Cultural festivals are not just events; they act as emotional catalysts that shape how visitors perceive and remember a destination. This qualitative study explores the experiences of international visitors attending cultural festivals in Southern Vietnam, analyzing how these experiences evoke emotions, create lasting travel memories, and form attachments to the destination. Through semi-structured interviews with international tourists and reflexive thematic analysis, the study identifies emotional touchpoints such as music, rituals, cuisine, symbolic atmosphere, and community interaction that contribute to memorable festival experiences. Thematic analysis revealed that cultural immersion is often associated with strong emotional responses such as awe, joy, nostalgia, or contemplation. These emotions play an important role in forming long-term memories and establishing symbolic connections with the destination. The study contributes to expanding the understanding of the emotional and symbolic aspects of festival tourism, while providing practical implications for sustainable cultural tourism development and strategies to attract returning visitors.