Purpose This study aims to address a gap in the literature regarding the long-term cultural impacts of festivals, exploring how psychological factors influence tourists' intentions for post-festival cultural reinvolvement. Design/methodology/approach The study employs cultural worldview, the norm activation model (NAM) and the theory of planned behavior (TPB) to construct a model that analyzes the impact of psychological factors on post-festival cultural reinvolvement intentions. Fuzzy-set qualitative comparative analysis (fsQCA) was conducted on data from 451 tourists at the Dujiangyan Water Festival. Findings The findings indicate that cultural worldviews, TPB and NAM effectively predict cultural reinvolvement intentions, identifying necessary conditions and providing causal recipes to explain tourists’ willingness to reinvolve. This research offers a comprehensive theoretical framework for understanding post-festival cultural benefits and lays the foundation for future studies. Originality/value This study uniquely combines the theory of planned behavior (TPB) and the norm activation model (NAM) to address cultural sustainability in festival contexts. It also incorporates cultural worldview, providing fresh insights and practical strategies for enhancing tourists’ cultural reinvolvement intentions.
Li et al. (Thu,) studied this question.