Abstract
The endurance event industry has been experiencing a recent popularity boom, where number of events produced and event participants continue to reach record levels. Running USA (2013a; 2013b) has reported the number of finishers in the largest 100 timed running events has grown 77 percent in the last 14 years. A major factor in this current boom is the emerging number of non-traditional running events. Nonexistent a decade ago, non-traditional endurance events, such as obstacle-course races and a variety of themed runs, have flooded the market. For example, Tough Mudder, founded in 2009 (Branch, 2010), has grown to over 3.5 million participants worldwide in just its first five years (Widdicombe, 2014). The variety of offerings available in the endurance event market has not only assisted with growth with the endurance event segment of participatory leisure sport, but it has also spurred cross-category competition. Interestingly, while endurance events have never been more popular or more accessible, health behaviors in the United States are at an all-time low (Healthy People, 2013). American society has been plagued with an overabundance of sedentary behavior and other poor health habits resulting in dire consequences. However, mass participatory endurance events, such as marathons and obstacle course events, and their supporting services represent a potential population-based intervention that may have the capacity to offer positive influence on both healthy and unhealthy populations (Funk, Jordan, Ridinger, & Kaplanidou, 2011; Murphy & Bauman, 2007). These events have not only been shown to possess the ability to increase physical activity (Murphy & Bauman, 2007), they also have the potential to promote positive attitudes towards exercise from individuals across a range of fitness levels (Funk, et al., 2011). To further investigate this recent growth and the potential endurance events have to act as a positive health intervention, by attracting and retaining participants, the purpose of this study was to investigate the process individuals undergo while becoming involved in a leisure endurance sport activity and the role self-congruity between individuals and their functional and symbolic associations perceived with the activity plays in this process. Specifically, this study was designed to investigate the associations individuals have toward endurance events and the role these associations have in the process of involvement by developing increased attitudinal and behavioral loyalty. Additionally, constructs of self-congruity with endurance event functional and symbolic associations perceived by non-endurance event participants and participants were analyzed as to how they were associated with different levels of involvement. Data were collected from current members of endurance running groups and undergraduate students in the United States. Results revealed both non-endurance event participants and endurance event participants considered both types of endurance events, traditional and non-traditional, to share…
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