Engagement, Satisfaction, and Revisit Intentions in Flamenco Tourism: Insights for the Cultural Event Industry

Abstract

Flamenco has established itself as one of Spain's most emblematic cultural manifestations. Despite its popularity, there is a significant gap in the academic literature on how flamenco shows influence tourists' behavioural intentions. This study explores the relationship between tourists' experiences at flamenco shows, their satisfaction, and their intention to revisit. Using a sample of 364 tourists from various flamenco tablaos in Seville, a structural equation model was applied to examine how affective engagement, cognitive engagement, novelty, and physical involvement impact pleasurable experiences, satisfaction, and the intention to return. The findings reveal that novelty and affective engagement significantly enhance tourists' pleasurable experiences, which, in turn, increase satisfaction and the intention to revisit flamenco shows. The results offer valuable insights for the cultural tourism industry, particularly for businesses in cultural event management and tourism marketing. By enhancing the novelty and emotional depth of cultural experiences, industry practitioners can improve visitor satisfaction and increase the likelihood of repeat attendance. The study’s implications extend beyond flamenco to other cultural performances, such as tango festivals in Argentina and kabuki shows in Japan, providing a broader framework for enhancing tourist engagement in cultural tourism worldwide.