MEMORABLE CULTURAL EXPERIENCE AT CHEMBAI MUSIC FESTIVAL GURUVAYUR KERALA: SCALE DEVELOPMENT

WTTO has identified tourism as one of the major economic activities of the 21st Century. Experiences of the visitors at different purpose levels often result in multiple outcomes including revisit intention, word of mouth and so on. Memorable Cultural Experience shall dwell a new path to understand the emotional connections of the visitors with cultural events. The present study undertakes a scale development and validation of the same at the famous Chempai Music Festival held at Guruvayur Temple, Thrissur, Kerala. A sample of 530 visitors were made part of the study, and data collected were analysed using EFA, CFA and validity measures. Visitor’s perceived authenticity, novelty, emotional connections, cultural learning and values contributes to the total experience. Thus, this research endeavors to provide insights into the intricate interplay between cultural heritage, emotional engagement, and tourism dynamics, thereby enriching our understanding of visitor experiences and informing strategic initiatives for sustainable tourism development.