Expanding Motivational Frameworks in Sports Tourism: Inclusiveness, Digital Interaction and Runner Segmentation in the Half Marathon Magaluf (Mallorca, Spain)

Road running tourism events continue to grow worldwide and are increasingly leveraged by destinations seeking diversification and seasonality reduction. This study examines the motivational structure of participants in the 2025 Half Marathon Magaluf (Mallorca, Spain)—a mature Mediterranean resort undergoing tourism repositioning—and analyses how motivation-based segments relate to socio-demographic, sporting and tourism behaviours. Data were collected through a self-administered online survey (N = 306). An Exploratory Factor Analysis (EFA), followed by a Confirmatory Factor Analysis (CFA), validated a five-factor motivational structure: sport-related hedonism, socialisation, personal challenge, inclusiveness and digital interaction. A k-means cluster analysis identified five distinct segments—Digital Enthusiasts, Inclusive Enjoyers, Socializers, Hedonic Achievers and Inclusivists—each exhibiting differentiated patterns in Experience-Use History (EUH), origin, gender, and running-club membership. Notably, Socializers recorded the longest stays, Inclusive Enjoyers were overrepresented among first-time visitors, and Digital Enthusiasts and Hedonic Achievers included a higher share of international runners. These findings expand traditional motivational models by incorporating inclusiveness and digital interaction as emerging drivers and offer actionable recommendations for event organisers and destination managers seeking to enhance overnight stays and support destination repositioning strategies.