Applying Sense Of Belonging To Organize LGBT Event: The Case Study Of Vietpride Event

Abstract

In the context of the current situation where the LGBT community is not fully accepted in Vietnam, promoting and raising awareness about the concepts and image of the LGBT community has a positive impact on this acceptance. Research on the impact of the sense of belonging on the behavioral intentions of participants in the VietPride event - one of the most influential LGBT events in Vietnam - not only increases awareness of LGBT concepts in Vietnam but also helps event organizers understand the behavior of VietPride event participants. Applying social identity theory, the decision to participate in the event is analyzed in terms of emotional connection to the event and collective self-esteem for the group of people with common interests. By applying a quantitative research method, the survey collected data from 176 participants of the VietPride event. From the analyzed results, the research shows that affective bond had significantly positive impacts on satisfaction and behavioral intentions. At the same time, there was a notable positive correlation between behavioral intentions and collective self-esteem. Through research and analysis of these relationships, these academic contributions are suggested for event organizers. Thus, event organizers can build and develop emotional bonds among participants and collective self-esteem within the community to achieve positive outcomes from the event.