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.

Sport events generate economic, social, and environmental impacts that shape residents’ perceptions and levels of support. In the context of sustainable urban development, understanding how residents evaluate these impacts provides valuable knowledge about community responses to tourism and event-led growth. Drawing on the Triple Bottom Line (TBL), Social Exchange Theory (SET), and Social Representations Theory (SRT), this study examines residents’ evaluations of the Rally Sierra Morena (RSM), a large-scale international motorsport event recently incorporated into the European Rally Championship (ERC). Data were collected shortly before the event using a self-administered questionnaire (n = 1529). An exploratory factor analysis (EFA) identified a multidimensional structure of perception, and a non-hierarchical k-means cluster analysis identified three clusters: Skeptics, who perceived stronger negative than positive impacts in economic and environmental dimensions; Pragmatists, who emphasized positive economic benefits while acknowledging environmental costs; and Enthusiasts, who consistently rated positive impacts higher across all dimensions and expressed the strongest support for the event. By integrating perceptual and sustainability-based approaches, this study connects residents’ evaluations of a motorsport event with broader discussions on urban resilience and sustainable community development.