Study on preference and willingness to pay for urban marathon event experience from an embodied perspective.

ABSTRACT: Urban marathons have become important platforms for fulfilling individuals' aspirations for a better life and promote residents' health. This study employs a choice experiment method and utilizes embodied theory to explore attributes and design attributes levels of urban marathon products, based on an analysis of social network text content. Through a questionnaire survey of marathon participants, the results reveal that prioritize embodied experiential attributes in the following order: visual experience, auditory experience, extended recollection, self-transcendence, kinesthetic experience, registration fees, and social bonding. Runners with higher incomes and event expenditure prefer visual experiences, while those who participating more frequently exhibit lower preferences for kinesthe

SUBMITTER: Yi C 

PROVIDER: S-EPMC12604802 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature