ABSTRACT
The chapter begins by outlining the theoretical underpinning, before the research design and explains methodology. It explores the interplay between notions of nostalgia, social interaction and the interactive engagement experiences for a sample of European visitors to a contemporary festival in a world-renowned cultural destination. The importance of nostalgia in shaping the way in which visitors engage with destinations and attractions is established, with its influence recognised from early perspectives on pathological conditions to work on sociological phenomena and identity development and maintenance. Nostalgia can contribute to individuals’ sense of identity based on shared heritage and memories, where self-identity provides consumers with the push to purchase a product or service. Since 2015, the Cappadox festival has served as a top cultural heritage attraction for European visitors eager to experience its varied programme and otherworldly landscape.
