Measuring Egyptian Audience Engagement and Emotional Attachment to Cultural Events: Applied on Reopening of Luxor’s Ancient Rams Road (Al-Kabbash Road).

Abstract

Purpose: The purpose of this research is to measure Egyptian audience engagement and emotional attachment on culture events, with using an area of application on: The re-opening Luxor’s ancient Rams Road event (Al-Kabbash road). Methodology: Researchers used secondary data for collecting more information on the research topic (Articles, journals, and books) and primary data for the reason of measuring the relationship between the variables by assessing the results of the conducted Arabic & English questionnaires among 204 participants that consists of 77 Males and 127 Females and it was conducting by using the IBM’s statistical package for the social sciences (SPSS). Findings: A positive relationship between customer engagement, emotional attachment, and culture events including event authenticity, novelty, and location was found by the researchers. Implications: This research recommends event organizers to focus more on promoting the features of the event; event authenticity, event novelty, and event location, to enhance audience engagement and emotional attachment towards future cultural event. Keywords: Audience Engagement, Emotional Attachment, Culture Events, Event Authenticity, Event Novelty, Event Location.