The moderating effect of participation on community identity in cultural festivals: A post-pandemic reality check

Abstract This study aims to identify the antecedents of community identity, ensuring social well-being, a feeling of inclusiveness and a sense of belonging ensuring its core of existence. The study has been carried out in the famous Baliyatra which has immense importance from the cultural point of view. The study has taken the views of the participants who has visited post covid with a feeling of belongingness and cultural identify. The research hypotheses were tested with a sample of 379 participants attending the Baliyatra Festival held in Cuttack, Odisha, India. The results indicated that sense of belongingness and feeling of inclusion are crucial predictors of participants’ level. The results are expected to assist festival planners in managing and designing festivals that can appeal to participants who make up a significant percentage of cultural festival market. The study adds to the knowledge of how cultural identity can influence festival participants in Baliyatra, Cuttack, Odisha.