Corsa, Turismo e Inclusione: Motivational Structure and Participant Segmentation at the Neapolis Marathon (Naples, Italy)

This study analyzes the motivational structure and participant profiles in the 2025 Naples Half Marathon. A questionnaire was administered to 791 runners, and exploratory and confirmatory factor analyses were applied, followed by cluster analysis. The results identified a final structure of 19 items grouped into five dimensions: inclusion, socialization, sports hedonism, destination appeal, and competition. Inclusion presented the highest explanatory capacity, confirming the relevance of diversity, accessibility, and equitable participation values in running events. Segmentation allowed for the identification of three profiles: Inclusive Experimenters, Hedonists, and Enthusiasts. These groups differed mainly in the intensity and combination of their motivations, while associations with gender were weak and non-significant. Enthusiasts constituted the majority group and showed high scores across all dimensions, whereas Inclusive Experimenters stood out for inclusion and destination appeal. The findings expand the understanding of the runner’s experience and offer implications for the management of sporting events and tourism destinations.