Staging Mass Participation Marathons in Heritage Tourism Destinations: Seeing Through the Eyes of Distance Runners

Chin-Kuang Chen
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This study attempted to explore how a World Heritage site may interact with mass participation marathon events. Feedback and comments of marathon runners (N=530) participated in “World Heritage Himeji Castle Marathon” and “Mt. Fuji Marathon” were content analyzed to investigate: (1) The image presence of World Heritage among marathon runners; (2) How is a value proposition that bundles heritage and marathon experiences accepted by the runners. The findings showed that despite the featured World Heritage appeared to be the key element in designing the value proposition, operational elements and social interaction also played a vital role in the value co-creation process.

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