Political Trust and Festival Attachment: Influencing Residents’ Engagement in Traditional Festivals

Traditional festivals hold immense cultural and tourism value, but striking a balance between preservation and adaptation in the face of globalization is challenging. This study focuses on the Hmong New Year, the largest traditional festival in a prominent Hmong settlement in China. Through mixed research methods, it examines the impact of festival attachment and political trust on residents’ attitudes toward festival tourism development. The results reveal the significant influence of festival attachment on residents’ perception and judgment of festival tourism, with political trust playing a crucial moderating role. Successful repetition of festival activities fosters stable cognitive perceptions of festival tourism, outweighing potential risks. This research enhances our theoretical understanding of festivals and provides insights into the sustainable development of traditional Hmong festivals, offering support for studying traditional festivals in diverse cultural contexts.