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.

Participation in running events has expanded worldwide, consolidating itself as a form of active leisure and a driver of social and tourism engagement. Although runners’ motivations have been extensively studied, perceived inclusivity, understood as motivation derived from the event’s promotion of equitable participation across gender, age and functional ability, has rarely been examined as a distinct motivational dimension within structural models. This study analyses the motivational structure of participants in the Elche Half Marathon (Spain) and assesses the incremental contribution of inclusivity to traditional motivational frameworks. Based on a sample of 1053 valid responses, a two-stage psychometric and segmentation approach was applied. Exploratory and confirmatory factor analyses (EFA and CFA) were conducted to compare a four-factor model (sport-related hedonism, competition, socialization and digital socialization) with an extended five-factor model incorporating inclusivity. Subsequently, cluster analyses were performed using factor scores derived from each model. The results show that the inclusion of inclusivity improves model fit and increases explained variance, while also generating a more differentiated segmentation structure. The extended model revealed six motivational profiles, some of which displayed continuity with the classical solution, while others were reconfigured when inclusivity was introduced. Overall, the findings indicate that inclusivity functions as a complementary and context-dependent motivational dimension that refines the understanding of participation heterogeneity in running events. Rather than replacing traditional motives, inclusivity contributes incremental explanatory value and enhances the identification of motivational profiles, offering relevant insights for the design and management of mass-participation sporting events.

The growth in the number of half-marathon participants reflects a transformation from performance-centred participation towards sporting experiences of a social and hybrid nature, with a great capacity to generate tourism flows. This study examines the social motivational structure of participants in the Bidasoa Half Marathon and identifies distinct profiles based on their social motivations. In this event, with a strong tourism appeal, 59.15% of respondents reside outside the Bidasoa region, a characteristic already recognised by the organisers, who promote parallel social activities aimed at enhancing the participant experience and encouraging overnight stays. A self-administered questionnaire was distributed to all runners registered for the 2025 edition (N = 1496), yielding 284 valid responses (an 18.98% response rate). The instrument measured three specific dimensions: event inclusivity, face-to-face socialisation, and digital interaction/validation. Exploratory and Confirmatory Factor Analyses validated a robust three-dimensional model explaining 85.04% of the total variance, with adequate reliability and convergent and discriminant validity indices. Inclusivity emerged as the primary motivational driver, followed by digital interaction and physical socialisation. Furthermore, cluster analysis identified three segments: the Inclusive Runner (38.03%), characterised by a high valuation of inclusivity and low digital interest; the Connected Runner (31.34%), with high and balanced scores across the three dimensions and a peak score in digital interaction; and the Autonomous Runner (30.63%), displaying low levels across all social dimensions. Significant associations with age, gender, and educational attainment evidence the inherent heterogeneity of the participants. Consequently, the findings extend traditional models by integrating social and digital dimensions, thereby providing strategic implications for the contemporary management of sporting events.

In this study, the researchers aim to analyse the motivations of active golf tourists in Spain using the AFE-CFA-Cluster methodology. To this end, a survey was conducted in Spain amongst 381 players, both in person and online, who stated that they had undertaken one golf trip at least once in their lives. The survey consisted of three sections of questions: the first concerned preferences regarding both the destination and the golf courses; the second comprised 20 questions relating to motivations, divided into five categories: business opportunities, financial benefits, escape and relaxation, learning and challenge, and social interaction and camaraderie; and, finally, the third section focused on socio-demographic aspects. The results obtained from the exploratory factor analysis, which were subsequently confirmed by confirmatory factor analysis, revealed the composition of four motivational constructs: business opportunity, financial savings, escape and relaxation, and learning and challenge, resulting in a total of five homogeneous groups of golf tourists: experiential golfers, wellness-oriented golfers, multifunctional golfers, low-involvement golfers and learning-oriented golfers. These results may be useful for companies in the sector and marketing managers in defining the various existing segments of golf tourists and applying specific marketing strategies for each.

Golf tourism has gone hand in hand with the growth of the sport in recent years, reaching more than 1.4 million golf tourists in Spain, making it the second leading tourist desti-nation worldwide and surpassing 108 million players globally (National Golf Foundation, 2025; Real Federación Española de Golf, 2024b; Royal and Ancient, 2025). The present study seeks to answer the question: why do golf tourists travel? by analyzing the mo-tivations of golf tourists in Spain. For this purpose, an exploratory factor analysis was conducted to define the factors that drive golf tourists; subsequently, the suitability of these factors was tested through a confirmatory factor analysis, and finally, a cluster analysis was used to group the different typologies of golf tourists in Spain. A total of five clusters were identified, referred to as experiential golfers, wellness-oriented golfers, multifunctional golfers, low-involvement golfers, and learning-oriented golfers. The results of this research may serve golf course managers as well as public administrations in the development of marketing plans tailored to each customer segment.

The analysis of perceived impacts of sporting events and sport tourism is a growing research field. The Sierra Morena Rally, held in Córdoba, Spain, and included for the first time in the European Rally Championship (ERC) in 2025, provides an opportunity to examine residents’ perceptions of both positive and negative effects. This study aims to identify profiles of perception and support towards the event. The theoretical framework integrates the Triple Bottom Line (TBL), Social Exchange Theory (SET), and Social Representations Theory (SRT). Based on 479 valid surveys collected during the rally, an Exploratory Factor Analysis (EFA) identified five factors of perceived impact: positive economic–social, positive environmental, negative economic, negative social, and negative environmental. A non-hierarchical k-means cluster analysis revealed four distinct groups: Critics, who emphasize negative impacts; Enthusiasts, focused on economic–social benefits; Pragmatic Supporters, showing balanced but conditional support; and Supporters Environmentally Concerned, combining favorable views with ecological awareness. The results confirm the heterogeneity of residents’ perceptions and align with previous findings in the literature of motorsport events. Overall, the study contributes to understanding the social sustainability of rally events and highlights the importance of incorporating perceptual diversity into their management.