PUB - Publikationen an der Universität Bielefeld

Although research on marathon running has gained in importance during recent years, a lack of research regarding the economic aspects of marathon runners has been clearly identified. The purpose of this study was to investigate the willingness-to-pay (WTP) for participation in and traveling to marathon events. Data on marathon runners in Germany were collected using a nationwide online survey (n = 285). Behavioral, psychographic (opinion), and demographic variables were used to explain the WTP for traveling to a marathon in Germany, in Europe, and overseas. Respondents were found to be willing to pay on average €270 for traveling to a marathon event in Germany, €568 to one in Europe, and €1,429 to an overseas marathon. The factor analysis showed that the psychographic variables could be summarized in four factors labeled casual, health-conscious, identitydriven, and switching. The regression results revealed that particularly psychographic (healthconscious, casual) and demographic variables (income) were significant determinants of WTP.