This study examines the relationships among perceived price, quality, and value and their impact on the intent to participate in marathon events. An online questionnaire survey was administered to individuals who had participated in a marathon within the past 10 years. Participants were selected using purposive sampling. A total of 609 valid responses were collected. The results showed that both perceptions of price and quality of marathon events are significant predictors of intention to participate in marathon events. Moreover, participants’ perceived value mediated the impacts of perceived price and quality on behavioral intention. The findings offer key implications including ways to promote active participation in marathon events. In addition, the findings emphasize the need to account for and fully understand perceived price and quality when designing marketing strategies aimed at attracting marathon participants.
