“One Event, One City”: Promoting the Loyalty of Marathon Runners to a Host City by Improving Event Service Quality

China has entered into a new developmental phase where the government can promote national fitness, sports industry, and city tourism, simultaneously. Rapidly becoming largest single sporting events in China, marathon help facilitate this integration. However, event organizers tend to focus on winning bids for instead of improving services increasing loyalty runners host city, which could benefit sustainable development. In study, antecedents affecting runner hosting annual hallmark (i.e., destination loyalty) were investigated by studying sample 392 repeat during recent HengQin International Marathon (HQ-M). Conducting structural equation modeling (SEM) analyses, proposed model, integrating service quality (ESQ), image (DI), satisfaction (SAT), (DLOY), was confirmed. Nine hypothesized paths identified among these four constructs, including six direct three indirect paths. Meanwhile, mediation effects serial DI SAT between ESQ DLOY found. Good ESQ, positive DI, high found both separately collectively enhance have important implications strategic marketing sustaining brand image.