Author(s): WANG, M., Institution: CHENGDU UNIVERSITY, Country: CHINA, Abstract-ID: 1654

Introduction
This study adopts a demand-side perspective, drawing upon the concept of collective effervescence and the theories of group heterogeneity and symbolic capital. It conducted follow-up investigations with heterogeneous participant groups engaged in mainstream endurance sports in Sichuan Province, China. The research aimed to analyse the value dimensions, participant profiles and participation motives underlying endurance event consumption.

Methods
Using a mixed-methods design, the study conducted industry interviews and a questionnaire survey. Exploratory factor analysis and structural equation modelling were used to examine the synergistic pathways and relative effects of market resources, cultural content and commercial capital within the endurance event industry.

Results
Empirical analysis indicated that endurance event consumption demand is expanding and upgrading. This constitutes the core driving force behind industry development. Four interlocking motivators are mutually reinforcing: heightened participation depth, multidimensional emotional value, club identification and symbolic consumption tendencies.

Discussion
Within the pan-entertainment sport field, collective effervescence triggers identity formation and symbolic consumption. Through these, heterogeneous groups externalise the cult of the individual, accumulate emotional capital and use shared participation as the mediating link.
Optimisation of event resources and product innovation serve as endogenous drivers of consumption upgrading; the cross-sector synergy of the endurance event economy relies on the combined effects of community economy and symbolic capital marketing. The study further indicates that more defined policy frameworks and more fluid commercial environments are pivotal to optimising resource allocation within the sport industry and expanding its social marginal benefits.