LAUSR

Purpose The purpose of this study is to investigate and compare the role of communication, structural and intangible elements on both tourists’ rational and emotional engagement across five different types of events (nature, gastronomy, religion, theatre and music). Design/methodology/approach Responses from 1,528 tourists were obtained through a face to face questionnaire in five heterogeneous events in the Spanish region of Extremadura, a well-known cultural tourism destination. Linear regressions were used to evaluate focal constructs’ contribution (emotional and rational engagement, formal and informal communication and structural and non-structural elements) on tourists’ engagement across events. Findings The results revealed that tourist’s rational and emotional engagement depends on the type of event. Non-structural elements seem to be important for rational and emotional engagement for gastronomic and cultural events. Besides the impact of structural elements on rational engagement, all other factors seem to have a mixed influence. Therefore, practitioners must select the factors to highlight according to the type of events, besides structural factors. Practical implications The current results allow tourism managers to understand the mechanisms for tourists’ engagement in a multi-event scenario to strategically select and use and communicate each type of appeal when planning and communicating events to specific target audiences. Originality/value Unlike most studies that focus on a single event or typology, this study combines a set of heterogeneous events to provide a complete picture of tourism engagement for the tourism sector.