Educational Value and Consumer Behavior in Endurance Sport Events: Insights from Quantitative and Qualitative Research
Educational Value and Consumer Behavior in Endurance Sport Events: Insights from Quantitative and Qualitative Research

Summary/Abstract: Background: Endurance sport events have evolved into platforms that integrate health promotion, education, and community building, while serving as strategic tools for sport marketing. Yet, little is known about how smaller-scale endurance events influence participant motivations, perceptions, and loyalty. Beyond their sporting and promotional roles, such events act as non-formal educational contexts that cultivate discipline, resilience, and social engagement. Purpose: This study examines the key drivers of participation, satisfaction, and return intention in a local endurance event, focusing on the interaction between health, social, and digital dimensions of consumer behavior. Methods: A mixed-methods design was used, combining a structured questionnaire (n = 120) with semi-structured interviews (n = 5). Quantitative data analyzed motivations, satisfaction, and loyalty, while qualitative insights explored atmosphere, social value, and digital expectations. Results: Health improvement (65%), personal achievement (20%), and social interaction (10%) were the main participation motives. Over 90% reported high satisfaction with event quality, especially logistics and atmosphere. Social media was the dominant promotional channel (72%), and satisfaction strongly predicted loyalty, with 82% intending to return and 78% willing to recommend the event. Conclusion: Local endurance events function not merely as athletic competitions but as holistic lifestyle and learning experiences that foster health, social cohesion, and digital engagement. High satisfaction enhances loyalty and advocacy, emphasizing the importance of quality, inclusivity, and educational value in designing sustainable sport events.

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