Exploring the Predictors of Revisit Intentions among Marathoners: A Destination Perception Perspective

PURPOSE Understanding revisit intention and its antecedents is crucial for personalized sports event tourism and effective destination marketing in sustainable destination marathon tourism. Prior studies have focused on marathoners' tourism behavior but not on their decision-making from the destination perception perspective. METHOD To address this gap, data were collected through a survey of 800 marathoners at the Beijing Marathon in 2023 and analyzed to provide evidence. RESULT The results indicated that: 1) Destination image has a significant positive impact on destination personality, self-congruity, and revisit intention; 2) Destination personality has a significant positive impact on self-congruity and revisits intention; 3) Self-congruity has a significant positive impact on revisit intention; 4) Destination personality and self-congruity mediated the relationship between the destination image and revisit intention. CONCLUSION The findings of this study provide some practical suggestions for the organization and management of destination marathons and provide a valuable reference and direction for future research.