ShodhKosh: Journal of Visual and Performing ArtsISSN (Online): 2582-7472
MEMORABLE CULTURAL EXPERIENCE AT CHEMBAI MUSIC FESTIVAL GURUVAYUR KERALA: SCALE DEVELOPMENT 1 Associate
Professor and Research Guide, Post Graduate Department of Commerce, Government
College Tripunithura, (Affiliated to Mahatma Gandhi
University, Kottayam), Ernakulam, Kerala, India
1. INTRODUCTION Nature and myths has always occupied a major stake in the spiritual and cerebral backdrop of Kerala Nambudiri (2022), Seth (2001) which is more known as God’s Own Country in the tourism landscape Bandyopadhyay & Nair (2019). Religious tourism and pilgrimage tourism driven by faith reasons are more common in the present decades than before Rinschede (1992), Sharpley & Sundaram (2005). Mythical early stages onwards, Guruvayur turn out to be one of India’s most imperative temples. Many thousands of pilgrims and visitors flight into the sacred surroundings of Guruvayur temple daily to worship lord Krishna (Avatar of Lord Vishnu) more known as lord Guruvayurappan; the devotees spiritual experience attributes the place as Heaven on Earth for them Seth (2012). The destination of guruvayoor temple in prominent in the cultural and pilgrimage tourism maps of South India. Rich cultural heritage of the Samoothiri Era (Rule of the King) in rituals and traditions and cultural forms could be found evident in the temple and surroundings. The temple is equally famous for the promotion of arts and culture and the domicile of Thrissur is rightly referred to as the Cultural Capital of Kerala. Chempai Music Festival is one of the most prominent cultural festival of the temple. Chembai Music Festival a.k.a. “Chembai Sangeetholsavam” is one of the largest cultural and musical festival of South India where a massive number of musicians apply for their turn to perform among the invited performances by the veterans in memory of the Late Chempai Vaidyanatha Bhagavathar (An Unparalleled Veteran Karnatic Musician). The cultural event though offered as a musical worship too in front of Lord Guruvayoorappan is identified as one of the major cultural events to be witnessed and duly showcased by the Department of Tourism and Devaswom Guruvayur Devaswom (2023), Kerala Tourism. (2017), which is also well connected to the one of the most famous religious festival of the temple Guruvayur Ekadasi Kerala Tourism. (2007). Guruvayur, a charming town nestled in the cultural heart of Kerala, India, is more than just a sacred destination with religious significance. At its core lies the famous Guruvayur Sri Krishna Temple, a beloved pilgrimage spot that calls out to devotees and tourists alike. Beyond the religious charm, Guruvayur offers a cultural journey that goes beyond the typical pilgrimage experience Chakravarty (2009), Seth (2012). The town's cultural vibe is intricately woven with threads of history, mythology, and local customs, creating a unique tapestry that captures the senses of those who venture to Guruvayur. The air is filled with the echoes of temple bells, the sweet scent of incense, and the melodious chants that resonate through the sacred spaces, providing visitors with an all-encompassing experience that extends well beyond religious rituals. Guruvayur is steeped in the legendary tales of Lord Krishna, and every corner of the town echoes with stories from ancient scriptures Seth (2008), Seth (2012). Pilgrims and culture enthusiasts are drawn to the temple's architectural marvels, adorned with detailed carvings, vibrant murals, and a divine aura that surrounds the premises. The traditional rituals and ceremonies offer a glimpse into Kerala's rich cultural heritage, allowing pilgrims to become a part of the spiritual fabric of the region. The cultural richness of Guruvayur doesn't stop at the temple gates. The lively bazaars in town showcase traditional handicrafts, intricately designed saris, and aromatic spices, reflecting Kerala's artistic and culinary excellence. Pilgrims become immersed in the daily life of Guruvayur, where rituals, festivals, and local customs seamlessly blend into the town's cultural identity. This exploration of Guruvayur's cultural tapestry isn't just about visiting religious landmarks; it's a deep dive into the soul of Kerala. Pilgrimage tourism, thus, becomes a gateway to a cultural adventure, inviting travelers to witness the harmonious blend of faith, art, and tradition. As we delve into Guruvayur's cultural experience, we uncover a timeless story, connecting modern travelers with the ancient roots of spirituality and culture that define this sacred town Anaya & Lehto (2023), Avel (2022), Bandyopadhyay & Nair (2019), Chakravarty (2009), Damodaran (2018), M.P & Keskar (2015), Nambudiri (2022), Olukole (2022), Paul (2016), Richmond (1971), Seth (2001), Seth (2012), Shyju et al. (2021), Vijayakrishnan & Sinha (2019). Chembai Vaidyanatha Bhagavatar (1896-1974) is one of the most revered performers of classical music. The Chempai Music Festival in Guruvayur holds significant cultural importance as a promoter of cultural exchange, preserver of traditional music, celebrator of local identity, facilitator of music education, catalyst for community engagement, and guardian of intangible cultural heritage. Its multifaceted contributions not only enrich the cultural landscape of Kerala but also resonate with audience worldwide, fostering appreciation for the rich tapestry of global music traditions Carpenter (2023), Ghilgith (2020), Sriraman (2014). The official YouTube channel of Guruvayur Devaswom broadcasted this years’ event live too providing a wider reach of the event. The musical event attracts research interest as more than 3000 artists perform their talents each year at the venue and the audience to the same is beyond normal estimations. The live performance in varied styles at the spiritual ambience is a rare piece of experience for art lovers. Beyond music, the venue also offers the temple culture, Kerala’s heritage avenues and a community gathering across demographics. Chempai Music Festival is more than just music and it is a cultural immersion for the visitors. Soulful classical music, spiritual energy and Kerala’s traditions are catered to their experience. The festival reaches its peak on Guruvayur Ekadasi. On this day, musicians pay homage by singing favorite compositions of Chembai and the Pancharatna Kritis of Thyagaraja, the revered veteran in Carnatic music Guruvayur Devaswom (2023). 1.1. MEmorable tourism experience Memorable
tourism experiences in cultural events or festivals are formed through
engagements, influencing evaluation and emotional connection, with visitor
interaction regulating these effects Yin et al. (2023). Distinctiveness in cultural hallmark events
positively influences memorable experiences, enhancing subjective well-being Chiengkul et al. (2023). Memorable cultural experiences are purposively
reconstructed by visitors, influenced by quality, cultural interactions,
authenticity, and engagement with attractions, enhancing overall travel
memories Seyfi et al. (2020). Memorable tourism experiences are found to
have a positive effect on visitors’ satisfaction, increasing the intention to
revisit and their willingness to recommend cultural and heritage destinations Riptiono et al. (2023). 1.2. MEMORABLE CULTURAL EXPERIENCE Memorable
Cultural Experience can contribute to Emotional Wellbeing Bellocchi et al. (2017) and Indian Cultural Diversity
provide experiences that enrich our lives, creating positivity in terms of
affect and cognition Khosla (2014). Thus, studies suggest that
memorable cultural experiences contribute to emotional wellbeing by aligning
with culturally normative emotions, fitting cultural emotion norms, and
enriching lives through positive affect and cognition. In this
realm of exploration, every encounter is an opportunity to broaden your
perspectives and forge connections that transcend borders. The allure of
memorable cultural experiences lies not only in the destinations but in the
profound impact they leave on the traveler. Picture yourself amidst the
spirited festivities of a local cultural festival, where the air is charged
with infectious energy and the streets come alive with traditional music and
dance. Envision the moment when you stand in awe before architectural marvels
that stand as testaments to the genius of bygone civilizations, each stone
telling a story of triumphs and tribulations. This is the magic of cultural
immersion – a transformative journey that transcends the ordinary and elevates
the act of travel into an art form. Cultural influences play a significant role in shaping
memorable tourism experiences Zare (2019). Factors such as engagement, attractions, authenticity, atmospherics, and
quality of service are identified
to be contributing to the memories
of cultural tourism and related experiences Seyfi et al. (2020).Visitor engagement
and cultural contact/connection
are key in creating memorable experiences Chen & Rahman (2018). This signifies
the prominence of exploring the memorable cultural experience at the ‘Heaven on Earth’ Seth (2012) where
cultural perfections in music meets the divine environment. Understanding the elements that elevate an experience from
ordinary to extraordinary is a key area of investigation. This may include analyzing the role of local communities, tour operators,
and cultural institutions in crafting meaningful interactions. By identifying
and enhancing these factors, destinations can curate experiences that resonate
with travelers and contribute positively to their
cultural understanding. Unravelling the relationship between the quality of
cultural engagements and visitor satisfaction can guide destination management
strategies. Additionally, understanding how these experiences influence repeat
visits and word-of-mouth recommendations provides valuable insights for
sustainable destination development. In the rapidly evolving landscape of tourism, exploring
innovative ways to facilitate meaningful cultural interactions becomes
paramount. Incorporating technology, such as virtual reality or interactive
applications, can offer a bridge between traditional cultural experiences and
modern preferences. The emotional resonance created by Memorable Cultural
Experiences is a hallmark of their essence. Beyond the mere acquisition of
knowledge about a culture, these experiences evoke powerful emotions that
linger in the memory of travelers. Whether it's the
joy of participating in a traditional dance, the awe inspired by a historical
monument, or the taste of local cuisine, these emotional connections become
enduring narratives that define the richness of the travel experience. In
essence, MCE becomes a catalyst for emotional bonding between the traveler and the destination. Studies on memorable experiences would outline the
dimensions of the experience and the policy/managerial implications of the
destination and event marketers are huge herewith. The physical and social
context in which a cultural experience unfolds shapes its memorability.
Cultural events, festivals, and immersive environments provide a rich backdrop
that enhances the overall experience. The role of context extends beyond the
immediate setting, encompassing historical, political, and socio-economic factors
that contribute to the nuanced understanding of a culture Abbasian
et al. (2021), Agrusa
(2013), Al-Azzam
et al. (2022), Babu
& Vineeth (2023), Kim
(2014a), Kim
(2022), Kim
& Jang (2016), Lakshmi
& Vineeth (2019), Narayanan et al. (2024), Neena
& Vineeth (2018), Sreetha
et al. (2018), Yin
et al. (2023). 1.3. Research QUESTION Multiple studies are found to assess the Memorable Tourism
Experience; along with the antecedents or drivers or travel intentions and
outcomes Akhshik
et al. (2022), Babu
& Vineeth (2023), Coudounaris & Sthapit (2017), Dagustani et al. (2017), Kim
(2010), Kim
(2014b), Kim
(2018), Kim
(2022), Merina
& Vineeth (2023), Narayanan et al. (2024), Seyfi
et al. (2020), Tiwari
et al. (2022), Vineeth
(2014). Yet, question
arises to the specific domain of cultural events as to “What are the dimensions
of Memorable Cultural Experience?” 1.4. research objective The research aims to explore and identify the dimensions
of Memorable Cultural Experience. 2. research methodology The study
employs a quantitative
design with a
survey questionnaire used against the population of visitors of Chempai Music Festival. As the Guruvayur
temple is a premier tier pilgrimage destination, careful screening was done to
identify the respondents who actually intended to
attend the music festival too. The instrument contained mostly closed ended
Likert scale items to explore and identify the dimensions of Memorable Cultural
Experience measured in a 7 point scale. The initial
pool of scale items were drawn from comprehensive literature review on
memorable tourism experiences with special reference to cultural experience Baruca
& Čivre (2022), Chandralal & Valenzuela
(2015), Dede
(2013), Efstathiou & Zippelius
(2019), Jelincic
& Senkic (2017), Kim
(2010), Kim
& Jang (2016), Tikhonova et al. (2018). The respondents for the study were selected from the
visitors of the festivals ensuring their interest in musical and cultural
events. From the initial dataset generated of 586 responses, multivariate
outliers were removed and a final sample (N = 530) respondents completely
satisfying the data cleaning procedure is used for the study. Any sample above 384 is found to be adequate
at 95% CI and 5% ME Bukhari
(2020), Krejcie
& Morgan (1970). Sample characteristics like gender, education, occupation
can be observed from Table 1. It could also
be found that the average age of sample visitors was 38 and most of them
(73.6%) have been visiting the Chempai Music Festival
for more than two years/seasons. 57.3% spent more than two hours at the event
in a single visit (See Table 1). The
demographics are found eligible for a representative inference on the
population under consideration. 2.1. CONTENT VALIDITY Scale items to measure Memorable Cultural Experience was
arrived at after extensive literature in the subfield of Memorable Tourism
Experience with special reference to cultural experience. After a focus group
interview with few regular visitors of different demographics, desirable
modifications were made to the structuring of the items. The pool of items were thus referred to a panel of experts who suggested few
modifications in the operationalization and linguistics of the measurement
scale items. All the desirable modifications were carried out and a final pool
of 11 items were asked to the visitors to respond in a 7
point Likert scale [7 for Strong Agreement to the statement and 1 for
Strong Disagreement to the statement]. The resulting data is found to provide
acumens to the dimensions of Memorable Cultural Experience. 3. Data analysis Scale development in tourism research is a multifaceted endeavor that demands meticulous attention to detail,
statistical rigor, and a nuanced understanding of the unique factors
influencing tourist perceptions and behaviors. As we
delve into the data analysis section, our primary objective is to unveil the
intricate steps undertaken to refine and validate the measurement scales
designed to capture the diverse facets of tourist experiences. This involves a
judicious integration of qualitative insights and quantitative methodologies,
synergizing the productivity of qualitative data with the accuracy of
quantitative analysis and interpretations. Data analysis section serves as the
crucible where the raw data, meticulously collected from diverse sources, undergoes
a transformative process. This portion of a scale development paper serves as
the empirical
backbone of the study with rigorous
statistical procedures, validating the soundness and utility of the measurement instrument. By systematically evaluating
reliability and validity, researchers establish the foundation for confident
and meaningful interpretation of the scale's outcomes, contributing to the knowledge within the
domain. The analysis of the
collected data has been conducted in a sequence of steps involving Content Validity, followed by
Reliability Analysis
which is then succeeded by Exploratory Factor
Analysis and finally validated with Confirmatory Factor Analysis. 3.1. reliability analysis Reliability refers to the consistency of a measure over
time, across measurement scale items and across different researches
(domains/populations); aims to assess whether the items measure what it is
intended to measure. A Cronbach’s Alpha above 0.70 (See Table 2) is obtained from the
analysis and items are found to be eligible for further procedures Nunnally (1978). 3.2. exploratory factor analysis Exploratory factor analysis (EFA) aids in identifying the
key factors that lead to the observed variance in a dataset. This method is
particularly valuable in the developing stages of research of a domain or
problem and when the structure of the underlying constructs is desired to be
well-established Cudeck
(2000), Hair
et al. (2010). Among the
methods, Principal Component Analysis being prominent, the same is applied here
with varimax rotation and factor loadings that are found to be lesser than 0.40
are suppressed for convenience. The KMO Measure of Sampling Adequacy is obtained as 0.801
(See Table 3) and found to be
meritorious Kaiser
(1970), Kaiser & Rice (1974). The Bartlett's
test of Sphericity calculates the likelihood that there are statistically
significant correlations among at least some of the variables studied in a
dataset based on the correlation matrix generated therefrom and also
multivariate normality of the set of distributions, a prerequisite for factor
analysis to work and produced a p value < 0.001; affirming that there is no
identity matrix and it would be eligible to proceed with Factor Analysis Bartlett (1951). Principal Component Analysis is employed to extract the
factors and 3 factors with Eigen
values greater than
1 are extracted with 75.56% cumulative variance explained (See Table 4). The Communalities of
the original measures ranged from 0.685 to 0.862. The Rotated Component Matrix
identified three factors viz., Novelty & Authenticity, Emotional Connection
and Cultural Learning & Value (See Table 5). These three dimensions collectively form a robust
foundation for our scale, encompassing the diverse facets of memorable cultural
experiences. The identification of these dimensions not only advances our
understanding of the underlying constructs but also provides a practical and
parsimonious tool for researchers and practitioners alike. As we move forward,
these dimensions will serve as guiding pillars, informing the subsequent
confirmatory factor analysis and contributing to the refinement and validation of
our measurement scale for memorable cultural experiences in the context of
tourism. 3.3. confirmatory factor analysis Confirmatory
Factor Analysis
(C.F.A.) is a multivariate
statistical technique to evaluate how meritorious the measured variables
represent the number of constructs identified Hair
et al. (2010). The 3 identified
factors in EFA are further validated through CFA (See Exhibit 1). Table 7 shows the Model Fit Measures of CFA for
Construct Validity. The Root
Mean Square Error
of Approximation
(R.M.S.E.A.) apprises the goodness of fit and a value lesser than 0.05 conveys
good fit Browne & Cudeck
(1992). The Root Mean
Square Residual
(R.M.R.) value is lesser for good models Tabachnick & Fidell (2006). Goodness of Fit Index (G.F.I.) and
Adjusted Goodness
of Fit Index
(A.G.F.I.) shall be more than 0.95 Tanaka & Huba (2011). The Normed Fit Index (N.F.I.) shall be
found good is more than 0.90 Bollen (1989). Comparative Fit Index (C.F.I.) shall be
above 0.90 McDonald & Marsh (1990). Thus, the
measures are proved to possess Construct Validity. The Model Validity Measures
are depicted in Table 6. Convergent Validity
shows the extent of consistency accomplished by the measurement instrument and
is proved when the AVE values are greater than 0.50 Hair (2006). As seen in Table 6, the Variance
Explained is greater than the squared correlations between constructs and hence
the instruments is found to possess Discriminant
Validity Fornell & Larcker (1981). All the
constructs are found to possess Composite Reliability with a Cronbach’s Alpha value above 0.70 Nunnally (1978). The CFA thus
establishes the Memorable Cultural Experience Scale as a reliable and valid
instrument which play a major role in understanding and advancing the behaviour
studies of visitors’ experience at cultural events. The overall model fit
indices indicate a robust and reliable factor structure, bolstering the
credibility of the scale. 3.4. factors identified as dimensions of memorable cultural experience The first factor identified is named as “Novelty & Authenticity” consisting
of 3 items (NA1, NA2 and NA3) such as:
“The experience provided opportunities to engage with unique and novel
aspects of the local culture and musical concerts” (0.828), “The experience
provided an authentic representation of the music festival” (0.867) and “I felt
a strong connection to the unique character and identity of the destination” (0.926).
The highest factor loading was for NA3 and lowest was for NA1; and this factor
explains 27.34% of the total variance. The second factor identified is named as “Emotional Connection” consisting of 4
items (EC1, EC2, EC3 and EC4) such as: “I felt emotionally connected to the
cultural aspects encountered during the trip” (0.861), “I actively participated
in cultural activities and interactions with the veterans” (0.850), “The
cultural experience left me with positive emotions and feelings” (0.844) and
“The cultural experience was memorable and stands out in my memory” (0.858).
The highest factor loading was for EC1 and lowest was for EC3; and this factor
explains 27.24% of the total variance. The third factor identified is named as “Cultural Learning & Value”
consisting of 4 items (CLV1, CLV2, CLV3 and CLV4) such as: “The experience enhanced
my understanding and knowledge regarding classical/carnatic
music” (0.837), “I believe the cultural experience was worth the time and money
invested” (0.826), “The cultural experience engaged my senses and added value”
(0.872) and “I had meaningful interactions and cultural experience” (0.882).
The highest factor loading was for CLV4 and lowest was for CLV2; and this
factor explains 20.96% of the total variance. The final scale items used to measure the dimensions are
reported in Table 8. 4. discussion Afar its musical grandeur, the Chempai
Music Festival surpasses the realm of mere auditory delight, weaving an
intricate tapestry of memorable experiences for attendees. From the enchanting
melodies that linger in the air to the camaraderie forged amidst the gathering
throngs, each moment becomes a vignette etched in the collective memory of
participants, resonating long after the final notes have faded into the night.
Such events are found rare and the venue makes it
divine. Rooted in the rich cultural soil of Kerala, the Chempai
Music Festival serves as a vibrant canvas where tradition intertwines with
musical expedition. Recent acumen in tourism research in the cultural events
urge for a shorter versions of measuring Memorable Cultural Experience,
nevertheless to point out the methodological, evidence and population gaps
addressed by the researcher Jacobs (2011), Kim & Kaewnuch (2018), Kim
(2018), Miles (2017), Mueller-Bloch
& Kranz (2015), Robinson
et al. (2011). The measurement
tool exhibits a significant advantage in its comprehensive nature, encompassing
different aspects of the visitor’s experience. By integrating elements like
Novelty & Authenticity, Emotional Connection, and Cultural Learning &
Value, the tool establishes a thorough framework for evaluating the depth of
cultural interactions. This holistic strategy is crucial, recognizing that
memorable cultural experiences are intricate and multifaceted occurrences that
extend beyond simple visual cues or surface-level engagement. Practitioners, including destination managers and cultural
institutions, can utilize the scale as a valuable tool to assess and enhance
the cultural tourism offerings, ultimately enriching the overall visitor
experience. As the landscape of tourism research continues to evolve, there are
promising avenues for future exploration. Researchers may delve deeper into the
specific elements that contribute to an experience found memorable, considering
factors such as cultural authenticity therein, interaction with locals, and the
impact of technology. Cross-cultural validations of the scale on a later stage
could offer insights into the universal and culturally specific aspects of
Memorable Cultural Experiences (MCE). The brevity of the scale does not compromise its
precision; rather, it exemplifies a strategic and innovative approach to
capturing the essence of MCE. The succinct nature of the scale is particularly
noteworthy for its ability to reduce respondent burden without sacrificing the
depth of measurement. This not only enhances the practicality of data
collection in diverse tourism settings but also addresses the growing demand
for efficient and respondent-friendly survey instruments. Furthermore, there is
an ardent demand for smaller versions of measurement tools to dimensions of
MCE. One of the key breakthroughs lies in the scale's adept
fusion of breadth and depth in measuring the multifaceted dimensions of
memorable cultural experiences. By distilling the intricacies of cultural
encounters into a concise set of items, the scale maintains a high level of
sensitivity to the nuances inherent in these experiences. It surpasses the
limitations of traditional lengthy scales by embracing a streamlined yet
comprehensive approach, facilitating quicker data acquisition without
sacrificing the richness of the information obtained. The insights of the study is found to be aligned with
relevant tourism experience studies related to cultural events Dede (2013), Kim
& Jang (2016), Merina
& Vineeth (2023), Seyfi
et al. (2020), Zare
(2019) though specific
studies are found to be limited and the present celebrated event has not been
studied at large at all. Novelty & Authenticity, Emotional Connection and
Cultural Learning & Value as identified herein as the dimensions of
memorable cultural experience provide a distinctive approach to learn and
understand the same. 5. conclusion and theoretical contributions In the kaleidoscopic scenery of tourism, where each
destination unfurls its own unique textile of experiences, the development and
validation of the scale for Memorable Cultural Experience stand as a beacon
illuminating the path towards deeper understanding and appreciation. Rooted in
the vibrant milieu of the Chempai Music Festival at Guruvayur, the journey has been marked by moments of
insight, discovery, and scholarly inquiry. The theoretical contributions of the measurement tool lie
in its adoption of a multidimensional framework, holistic approach to
experience, acknowledgment of subjectivity, emphasis on authenticity and
learning, and the integration of qualitative and quantitative methodologies.
These contributions not only enhance the theoretical foundations of cultural
tourism but also provide a framework for further exploration and refinement of
concepts in this dynamic and evolving field. The present research throws light to the dimensions of a
much interesting concept in tourism viz., Memorable Cultural Experience (MCE)
by integrating the elements of novelty, authenticity, emotional connection,
cultural learning and value. This would further enrich the better
conceptualization of future research Ravitch & Riggan (2016). Contributing to the crescendo of discovery and delight
defines tourism in a broad sense and cultural experiences could further be
explored into accommodate cross cultural venues, regions and communities at
large. 6. ethical considerations Every participant has given their informed consent,
ensuring the preservation of participants' anonymity. The generated data is
solely academic, and the research adheres to all ethical standards applicable
to human subjects. 7. limitations While the measurement tool has its merits, it is not exempt from shortcomings. Depending on self-reported data introduces the possibility of response bias, wherein participants may offer answers that align with social expectations or find it challenging to articulate their experiences accurately. Furthermore, the tool might not entirely grasp the dynamic and evolving essence of cultural experiences, given their inherently subjective and context-dependent nature.
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Table 2
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Table 8
Exhibit 1
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