From pavement to pixels: unpacking the virtual marathon event’s perceived experience, challenges and its implications

Purpose This study critically explores the perceived experience and challenges of runners in virtual marathon events. It aims to unravel the implications of virtual marathons and their intersections with broader socio-cultural and technological trends, addressing gaps in scholarly discourse. Design/methodology/approach This study utilised qualitative online in-depth interviews (ODIs) with ten avid runners through purposive and snowball sampling. Data analysis involved thematic analysis through ATLAS.ti version 20 software. Findings Participants highlighted the novelty, accessibility and cost-effectiveness of virtual marathons, emphasising their health benefits and reduced environmental impact. However, challenges such as health and safety concerns, motivation and technical issues were noted, calling for improved event management and technical support. Research limitations/implications The study contributes to sporting event research, showcasing the adaptability of the event industry through virtual marathons. It emphasises the role of technology in enhancing event experiences and addressing participant needs, highlighting opportunities for health and wellness tourism and crisis resilience in the sector. Originality/value This research adds to the evolving discourse on sporting events, specifically virtual marathons, and offers insights into their role in sports management. It calls for further studies addressing limitations to enhance understanding and impact assessment in virtual marathon participation.