A destination’s tourism appeal extends well beyond its natural landmarks and historical sites. Diverse events hosted throughout the year demonstrate significant potential for fostering the tourism industry; furthermore, these events function as strategic instruments for destination marketing and attracting tourists. This applied study was conducted to identify and assess the impact of five core variables—cultural, social, managerial, environmental, and economic—on the development of event tourism in the city of Karaj, aiming to provide actionable strategies for its enhancement.

Employing a descriptive-survey research design, the study synthesized data from comprehensive library research and empirical field studies. A structured questionnaire was utilized to gather primary data from a sample of 384 tourists interested in event tourism, selected via convenience sampling. The validity and reliability of the research instrument were rigorously evaluated. To analyze the collected data, the study utilized Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) within the framework of Structural Equation Modeling (SEM). The Kaiser-Meyer-Olkin (KMO) index was calculated to verify sampling adequacy, while Cronbach’s alpha coefficients for all constructs exceeded 0.7, confirming the acceptable reliability of the instrument. Statistical analyses were executed using SPSS 24 and AMOS 24 software packages.

The empirical findings reveal that cultural variables, explaining 45.881% of the total variance, constitute the most significant factor influencing event tourism development in Karaj. This is followed, in descending order, by social, managerial, environmental, and economic variables. Notably, unlike many previous studies that have largely focused on the economic or unidimensional aspects of event tourism, this research provides a comprehensive, multidimensional approach. By integrating five critical variables, it offers a robust framework for understanding and optimizing this industry, providing scholars and policymakers with a broader perspective on the dynamics of event tourism sustainability.