Research on perceived brand characteristics of marathon participants

Leveraging sporting events to drive urban development has been proven effective. However, the influence of city image on the perceived experience of branded marathon events, as an embodied practice within urban spaces, remains underexplored. This study considers marathon races as significant activities integrated into urban environments and specifically investigates how city image affects the perceived experience of branded marathon events. The objective of the research is to evaluate how city functions, governance, characteristics, and event culture and services influence marathon participants' perceptions of branded events. An empirical analysis using Structural Equation Modeling (SEM) was conducted with a sample of 422 participants from the 2022 Xiamen International Marathon to examine the relationships among these variables. This investigation aims to explore and quantify the impact of city characteristics on participants' perceptions, providing actionable insights for enhancing city branding through sporting events. The findings indicate that: (1) City functions are essential foundational conditions influencing participants' perceptions of branded marathon events. (2) City governance significantly impacts participants' perceptions of these events. (3) City characteristics are important sources that shape participants' perceptions of branded marathon events. (4) Event culture and services are decisive factors influencing participants' perceptions of branded marathon events. The results highlight the critical interplay between urban management and the successful development of branded marathon events, enhancing the understanding of the symbiotic relationship between city governance and event success, and offering strategic guidance for event organizers and urban planners.