PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

Cultivating local cultural identity through traditional cultural activities is of great significance for the sustainable development of cultural tourism. This research aims to explore the relationships among traditional culture, sense of place, and cultural identity to deepen the understanding of emotional and social mechanisms in cultural tourism activities. Using the Cognitive-Affective-Conative (CAC) model, combined with quantitative analysis methods and structural equation modeling (SEM) techniques, the research analyzed data from 350 participants of the Mazu Cultural Tourism Festival in Tangshan City, Hebei Province. Based on a systematic review of heritage tourism literature, the research focused on how the symbolic, normative, and interactive aspects of traditional rituals enhance residents' cultural identity by strengthening their sense of place. The findings indicate that the symbolism, orderliness, and interactivity of local traditional rituals have a significant positive impact on cultural identity, with a sense of place mediating the effect of traditional rituals on cultural identity. The research also highlights the role of traditional rituals in fostering social interactions. Furthermore, the research sheds light on the potential role of traditional rituals in addressing challenges related to cultural activity homogenization and commercialization, providing theoretical support and practical guidance for cultural heritage preservation and local tourism management. The findings hold substantial implications for regional fisheries, cultural heritage protection, and the development of cross-cultural diversity.