Tourists’ emotional and symbolic exchanges at traditional food festivals: A Social Exchange Theory perspective

This study examines Vietnamese tourists’ experiences at traditional food festivals, focusing on emotional, cultural, and social dimensions through the lens of Social Exchange Theory (SET). It advances understanding of how tourists actively construct emotional, cultural, and symbolic value through festival participation, rather than merely consuming festival offerings. By applying SET from the tourist perspective, the study highlights how participation is understood as a reciprocal process of non-economic value creation that supports socially embedded and sustainable festival development. A qualitative research design was adopted, drawing on 33 semi-structured interviews with Vietnamese tourists who had attended traditional food festivals. The findings reveal that tourists perceive these festivals as meaningful cultural spaces that foster identity affirmation, heritage appreciation, and social cohesion while simultaneously contributing to local businesses and tourism development. Emotional engagement and symbolic contribution emerged as key motivations for participation, alongside expectations for innovation, sustainability, and inclusivity. Participants expressed support for incorporating digital tools, environmentally responsible practices, and accessible design to enhance engagement without compromising cultural authenticity. By incorporating affective and symbolic exchanges into SET, this study contributes to cultural tourism theory and offers practical insights for designing participatory, inclusive, and resilient traditional food festivals in emerging tourism contexts.