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ABSTRACT The role of cultural values in shaping festival activities at heritage sites is widely recognized, yet the specific influence of cultural worldviews on such activities remains underexplored. This study aims to investigate the development of cultural worldviews during festivals and their impact on visitors' cultural involvement intentions. Through content analysis, we developed a measurement scale for cultural worldview consisting of three key dimensions. Using structural equation modeling (SEM), we tested a hypothesized model to assess how cultural worldviews affect visitors' intentions for increased cultural involvement, incorporating both self‐interest factors (as framed by the theory of planned behavior—TPB) and prosocial motivations (based on the norm activation model—NAM). Our findings contribute to a deeper understanding of the relationship between cultural worldviews and visitor engagement, offering practical insights for designing culturally enriching festival experiences at heritage sites.
Cui et al. (Wed,) studied this question.