The Moon Worshiping Cultural Festival, which is celebrated during the Mid-Autumn Festival in Shuangjing Village, Jiangxi, China, offers a valuable setting for exploring how ritual activities influence residents’ citizenship behavior. This study underscores the influential role of these rituals in fostering community engagement and navigating cultural continuity amid change. Grounding the research in social cognitive theory highlights how the ritual sense of festival activities (RSFA) stimulates shifts in cultural confidence and identity, ultimately influencing behavior. The study demonstrates how RSFA strengthens cultural belonging and commitment to heritage, driving proactive citizenship behavior. Additionally, it examines how cultural contact moderates these transformations, with immersive experiences deepening their impact. By framing RSFA within evolving cultural practices, this study contributes to understanding how festivals can reinforce cultural identity, facilitate social integration, and adapt to changing contexts. The findings offer practical insights for sustaining traditions while promoting community engagement in an era of sociocultural transformation.
