02071nas a2200229   4500000000100000000000100001008004100002653002100043653002800064653002200092653002400114653003400138100001700172700001900189700001600208245007800224856015100302300001200453490000700465520134900472022002001821                                       d10aCluster analysis10aDrunken dragon festival10aResident attitude10aResident perception10aTraditional cultural festival1 aSuh-hee Choi1 aUbaldino Couto1 aSharif Imon00aResident attendees of Macao s Drunken Dragon Festival: a cluster analysis  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85086774462&doi=10.1108%2fIJEFM-12-2019-0062&partnerID=40&md5=94d6670207e56bf7c4e0a10c7dfa03dc  a375-3930 v113 aPurpose: The present study aims to investigate resident attendees  perceptions and attitudes towards a traditional cultural festival. It further clusters the attendees and identifies the profiles of each cluster based on its demographic, attitudinal and behavioral variables. Design/methodology/approach: The Drunken Dragon Festival, a traditional cultural festival in Macao SAR, which has been embedded in the local community for about a century, is used as a case. Data collected from 378 residents on the day of the festival were factor analyzed and then grouped by using cluster analysis. Findings: A two-cluster solution revealed that the two groups, overall, had distinct demographic characteristics and had somewhat different perceptions and attitudes towards the festival. Practical implications: The results not only show the overall perceptions of the Drunken Dragon Festival among the resident attendees, but they also imply that the government and the organizers need to communicate with and involve the two resident attendee clusters differently. Originality/value: This study is one of the first attempts to investigate the residents  attitudes towards the transformational development of a traditional cultural festival as an effort to ensure the viability of intangible cultural heritage and to utilize it as a tourism resource.  a17582954 (ISSN)