Marathon Event sebagai Strategi Efektif dalam Meningkatkan Daya Tarik Destinasi

This study examines marathon events as an effective strategy for enhancing destination appeal in the context of sport tourism development. As tourism trends shift toward active and health-conscious lifestyles, marathon events have emerged as inclusive platforms that integrate physical activity with cultural and natural attractions. This research uses a qualitative descriptive method with a case study approach, combining literature analysis and in-depth interviews with participants. The findings show that marathon events significantly influence tourist engagement, increase length of stay, and stimulate local economic activity through increased accommodation, culinary consumption, and attraction visits. Furthermore, these events promote destination visibility through digital and social media engagement. However, challenges remain, including environmental risks, infrastructure limitations, regulatory constraints, and accessibility for persons with disabilities. The study concludes that marathon events, when managed sustainably and inclusively, can enhance a destination’s brand identity and competitiveness. It suggests the need for integrated planning involving local governments, tourism stakeholders, and community participation to ensure that marathon events contribute positively to long-term destination development.