Structural Relationship Analysis of Selection Attributes, Experience Value, and Behavioral Intention of Participants in the Shandong Marathon in China

Shandong Province is recognized as a stronghold for sports, particularly marathon events, with numerous excellent marathon resources. This study aims to explore the structural relationships among participants’ selection attributes, experiential value, and behavioral intentions in order to enhance the satisfaction and experience of marathon participants. Based on previous research, a structural equation model was established, with selection attributes and experiential value as independent variables and behavioral intention as the dependent variable. The empirical study yielded the following results: First, selection attributes have a significant positive impact on experiential value. Second, experiential value significantly influences participants' behavioral intentions. Third, selection attributes have a significant positive effect on behavioral intentions. This can expand the influence of the event and promote the overall development of marathon competitions.