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

Abstract

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.