Attending festivals, exhibitions, sports matches, farmers’ markets, and food events has a positive impact on emotional well-being, whereas online entertainment does not provide the same effect. This conclusion was reached by researchers from the University of South Australia. The results were published in the International Journal of Tourism Research (IJTR).

For the study, the researchers collected information on the mental health status of more than 350 residents of South Australia. The analysis showed that the more often people attended “live” events, the more frequently they experienced strong positive emotions. Virtual events, such as online concerts or livestreams, were associated with feelings of satisfaction but had no effect on other aspects of everyday well-being.

According to the lead researcher, Professor Sunny Son, a high level of well-being correlates with a lower risk of disease, longer life expectancy, and increased productivity.

Dr. Eliza Kitchen noted that the study’s findings can be applied in practice: companies could include event tickets in employee incentive programs, universities could use cultural activities to reduce student stress, and cities could organize free events to foster social cohesion.