Re-participating in Running Events: The Subjectivity of Runners’ Experience Economy Realms

• Published in: Asia-Pacific Journal of Innovation in Hospitality and Tourism
• Main Author: Bakar N.A.; Wee H.; Saidin S.S.; Hanafiah M.H.
• Format: Conference paper
• Language: English
• Published: Taylor's University Sdn Bhd 2023
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85186856629&partnerID=40&md5=c3b0aa06a299926c9e622c3a7b076287

Experience is necessary for all types of outdoor activities, including running events. However, very little is known about runners’ experience and their intention to participate again in running events. This study specifically investigates the impact of runners’ experiential factors on re-participation intentions using Pine and Gilmore’s experience economy realms as a framework. Survey data were collected from 353 runners who participated in multiple running events in Malaysia, and the data were analysed using Partial Least Square Structural Equation Modelling (PLS-SEM). The results reveal that three of Pine and Gilmore’s experience economy realms (aesthetic, education, and escapism) positively influence runners’ intention to re-participate in running events. Surprisingly, the entertainment element did not have a significant impact on their behaviour. These findings offer valuable insights for event organisers and operators on enhancing and satisfying runners’ experiences, thereby encouraging their participation in future running events and, in return, warranting the running event’s sustainability. © 2023 Taylor's University Sdn Bhd. All rights reserved.