Leveraging Event Participation Benefits Beyond the Running Course: Deciphering the Motivational Basis of Event Satisfaction

Abstract

To combat the declining number of finishers plaguing the distance-running industry, it is increasingly important for organizers to optimize event satisfaction levels. Participants’ survey responses from two distance-running events (n1 = 2,324 and n2 = 2,526) were analyzed to challenge the traditional managerial scope and theoretical lens through which event satisfaction is conventionally examined. Results revealed five event benefits that capture key motivational antecedents of event satisfaction. Collectively, these benefits, including euphoric, fitness, competition, social, and entertainment benefits, influenced event satisfaction levels (R2 = 43%) and repeat consumption intentions (R2 = 23%). For event organizers to foster event satisfaction, it is central to encourage event preparation and participation that promotes the enjoyment of physical activity, fitness and appearance enhancement, socialization, competition, and excitement among registrants. Academics should also extend their scope of event satisfaction to fully capture the entirety of event experience lifecycles (e.g., from registration through event participation).