Marketing Strategy and Willingness to Pay for Sport Tourism in the Kinmen Marathon Event

In this study, we applied an evaluation model of multiple attributes sport-based tourism to the marketing strategy for a marathon event in Kinmen (Taiwan) based on choice experiment methodology. We found that participants appreciated experience authentic cuisine and availability souvenirs. They also preferred engaging ecotourism activities supporting establishment sport development fund. market segmentation by dividing into two groups. Those first group were primarily younger, had higher incomes, participated previously Marathon. second lower over 40 years old, participating Marathon time. Both groups entertainment, educational, esthetic experiences, but only desired escapist experience. propose three strategies experiences as reference future practice tourism.