Insight of embodied experience: Influencing tourists’ behavior in mass participant sports event

Sports events hold significant cultural, tourism, and societal value. With the growing popularity of sports events, mass participation sports events (MPSE) have become a focal point of research. Existing literature on MPSE primarily emphasizes the organizational aspects of the events, while the embodied experiences from the participants’ perspective remain underexplored. This study uses the renowned Guangzhou Marathon in southern China as a case study. The objective is to investigate and enhance the understanding of the embodied experiences of MPSE tourists through a quantitative methodology, focusing on the biomechanical aspects of participation. Additionally, this study aims to explore the antecedents and consequences of embodied experiences in relation to physical engagement and movement dynamics. The findings highlight the crucial role of embodied experience in shaping tourists’ perceptions, physical interactions, and subsequent behavioral intentions. Specifically, the research indicates that tourists’ physical experiences impact perceived value, satisfaction, and loyalty intentions through both moderating and mediating effects. The study also emphasizes the importance of understanding the biomechanics of movement during events, which can enhance participant engagement and overall satisfaction. Sustainable event management strategies that consider the biomechanical implications of participant experiences are also proposed.