Place attachment as a mediator and serial mediator linking festival experiences and loyalty in socially engaging urban festivals: the case of Songkran, Thailand

Purpose This research aims to investigate the role of social engagement as an integral dimension of festival experiences and its relationship with place attachment. It further examines how place attachment serves as a simple and serial mediator linking festival experiences and behavioral loyalty in the context of a cultural festival deeply rooted in social symbolism and cohesion, using Songkran Festival in Thailand as a case study. Design/methodology/approach Festival experiences were measured through an extended 5 Es framework that integrates social engagement into the classic 4 Es model: esthetic, entertainment, education, and escapist to account for the social dimension of festival experiences. A questionnaire survey employing convenience sampling was administered in Tak's municipal areas during the 2024 Songkran Festival, yielding 809 valid responses. Structural Equation Modeling (SEM) was applied to test the proposed relationships. Findings The results indicate that social engagement is the most influential predictor of place attachment. This social dimension of festival experiences further extends its influence through the mediating role of place attachment, linking social engagement to satisfaction, and jointly with satisfaction, serving as a serial mediator in the pathway from social engagement to loyalty. Practical implications The findings suggest that festival organizers should strategically design experiential elements across multiple dimensions to achieve desired outcomes, particularly in community-based festivals where social cohesion is central to the event. Special emphasis should be placed on social engagement, as socially interactive experiences appear to play a central role in fostering place attachment, satisfaction, and loyalty among festival attendees. Originality/value This study contributes theoretically by validating social engagement as a central dimension within an expanded 5 Es model and empirically confirming the mediating and serial mediating effects of place attachment. The results emphasize the social dimension of festivals as a driver of emotional connection and loyalty, highlighting how socially oriented experiences support the placemaking function of urban festivals. From a managerial perspective, the findings suggest integrating socialization strategies into marketing and design to nurture attachment and long-term loyalty to festival destinations.