1) Fourier series is applicable to periodic signals
And the periodic signal means, it has constant average power. (Parseval’s theorem)
That means whether you stretch or squeeze your original signal your average power is going to be the same, which is given as the following equation, and will be same in un-stretched and stretched state in the time domain.
\begin{equation}
\frac{ 1 }{ T_0 } \int_{T_0} |x(t)|^2 dt = \sum_{k={-\infty}}^{\infty} |C_{k}|^2
\end{equation}
2) For Fourier transform, which is applicable to non-periodic signals,
those signals are with constant energy (not power). Which also means if you stretch or squeeze the signal in the time domain the energy of the signal will remain the same.
Stretching a signal in time domain means the signal will move slowly, implying its component frequencies will be shifted to a slow varying mode (scale down). The fact that the original signal component which is a fast varying one will have more energy and if you convert that fast pace signal component to a slowly varying component, the amplitude must be scaled up to make its energy even in both the cases.
Similarly, if you squeeze a signal in time, slow frequency components have to be fast paced (scaled up) and to balance its energy, its amplitude must be scaled down.
Thus the frequency spectrum of a non-periodic signal will act like a material made out of jello or soft-rubber, if you stretch it, it will elongate but to maintain the same volume/area it will get compressed in its perpendicular direction. Vice-versa if you squeeze the spectrum it will bulge to maintain the equal volume/area.
Conclusion:
$\textit{Stretching in the time domain} \rightarrow \textit{Squeezing in the frequency domain (with a bulge)}$
To get a bulge, you have to scale the amplitude, that’s why there is a scaling factor in the frequency domain.