ABSTRACT
Kaamatan, better known as Harvest Festival, is the highlight of all annual events in Sabah, Malaysia. However, due to the COVID-19 pandemic, the Kadazandusun Cultural Association (KDCA), decided to hold Kaamatan virtually in 2021. The event was streamed live via social media in order to enable those interested to participate and witness the celebration virtually. Other than giving an opportunity to people around the world to witness this exciting event, the streaming of Kaamatan can also promote Kadazandusun’s culture and traditions which illustrate peace and harmony in Sabah. Looking at the situation where travel restrictions are being imposed in many countries around the world and no mass social gatherings are currently allowed, this chapter therefore aims to discuss the underlying motivations to attend virtual festivals and to propose a few suggestions to enhance motivation to attend virtual tourism events.
