In the context of the digital economy era, sports events have become an important vehicle for promoting national fitness. This study focused on the participants, spectators and staff of the Tongzhou Grand Canal Half Marathon. Through questionnaire surveys, it comprehensively utilized various analytical methods such as K-prototype clustering, structural equation model, Ordered Logit model and Apriori association rules, Empirically test the factors influencing satisfaction and the characteristics of service demands throughout the event. The study found that digital transformation can effectively identify and construct user profiles of "high satisfaction participants", "medium satisfaction actors", and "low satisfaction callers", precisely depicting group characteristics; Event information, venue facilities, and on-site services are key factors affecting the satisfaction of participants, while problems such as crowded starting areas, unclear signs, and untimely information updates significantly lower the experience evaluation; Different groups show different combinations of preferences for finisher services. Further analysis suggests that the optimization of the event experience should focus on the refinement of processes, the precision of services, and the balance of commercial sponsorship. Based on this, countermeasures are proposed in terms of optimizing event organization, strengthening data-driven decision-making, and improving spectator order, providing practical references for the high-quality development of sports events in the context of national fitness.
Tongzhou Grand Canal Half Marathon, Satisfaction survey, Event optimization, Adaboost model, K-prototype model, Cross-analysis, SEM structural equation model, Ordered logit model, Apriori association rule algorithm.
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