The Transformative Power of Embodied Behaviour: Influencing Tourists' Experience in the Guangzhou Marathon as a Mass Participant Sports Event.

Mass-participation sports events (MPSEs) are of significant value to the fields of sports, culture, and tourism. MPSEs have witnessed a remarkable surge in popularity, which has led to a complex interplay of factors influencing participants' overall experience, making it crucial to understand the role of embodied behaviour. However, the existing literature is deficient in terms of providing substantial evidence, particularly with regard to the growing significance of experience planning as a core aspect of event design. This research employed the Guangzhou Marathon, one of the most renowned MPSEs in China, as a case study. The objective of this research is to investigate and extend the knowledge of the embodied behaviour of MPSE tourists through the mixed method of a questionnaire survey together with interviews. Furthermore, this research aimed to explore the antecedents and consequences of the embodied experience formation process. The findings demonstrated the pivotal role of the embodied experience in shaping tourist perceptions and subsequent intentions. Specifically, this research suggested that tourist behaviour with experience and attachment influenced the perceived value and cost of participation willingness through moderating and mediating effects. The findings contribute to the existing knowledge on sports tourism and behavioural studies and provide sustainable event management strategies.