Sports Tourism Sustainability in Times after COVID-19: Analysis of the Behavior of Participatory Event Consumers

People mostly engage in sports to participate tourism activities, and it is therefore worthy of deep consideration why people are so enthusiastic what their internal motivation is, especially the context normalization COVID-19 prevention. Consequently, this study aimed investigate relationship between self-expressiveness subjective well-being from perspective consumers participatory events. Methods: We developed a self-expressive model for events based on eudaimonistic identity theory, taking samples non-local individuals who participated Fuzhou International Marathon 2021. Results: (1) Self-expressive assumes that consumer’s participation activities symbolic status. (2) Consumers relies perceived difficulty activity, effort perception, importance potential self-realization. (3) Self-expressiveness moderates hedonic enjoyment well-being. As highly related enjoyment, plays an important role personal happiness. Conclusions: Sporting event managers should attach great formulation implementation enhance events, encourage competitions medium difficulty, absorb competitive alternatives or different levels. They highlight realization “ideal self” pay attention skill-level training consumers. plan diversified target plans (entertainment, experience, learning skills) respond with orientations.