Integrating Digital Technology Into Marathon Race With a Technology-Driven Service Design Approach to Enhance Marathoner Experiences

IF 4.3 Q1 PSYCHOLOGY, MULTIDISCIPLINARY
Sawitree Phua, Atthaves Borriraklert, Theeraya Mayakul
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引用次数: 0

Abstract

Following the COVID-19 pandemic, digital technology rapidly integrates into daily life, offering advantages in sports, including personal performance tracking, athlete-fan communication via social media, and virtual event organization. However, its comprehensive use in marathons to enhance marathoner experience remains underexplored. This study presented a technology-driven marathon service process, guiding digital technology applications across prerace communication, marathon registration, race entertainment, medical service, and postrace engagement. A mixed-method approach, utilizing the analytic hierarchy process (AHP), informed technology selection for each service dimension under expert judgment. Three groups of experts, including World Athletics marathon organizers, elite runners, and marathon medical team members, were invited for triangulated discussion, validated, and confirmed the technology selection. The results revealed the decision-making for incorporating digital technology into each marathon service process. In the realm of prerace communication, interactive content and content management were appropriated for addressing awareness, motivation, trust, and engagement. In terms of marathon registration, experts agreed that application programming interfaces (APIs) can streamline procedures for runner convenience. For race entertainment, extended reality (XR) excels can stimulate runner motivation through realistic competition simulations. Regarding medical service, digital health records emerged as a vital tool for medical operations during the marathons. Lastly, elite runners had shown a compassionate inclination towards affiliation e-rewards, enabling them to convert their achievements into tangible benefits. A service blueprint was constructed to visualize the integration of digital technologies into marathon events covering marathoner actions, front-of-house employee actions, back-of-house employee actions, and internal information technology systems. These findings offer valuable insights to marathon organizers, enhancing marathoner experiences, and service quality through digital technology that becomes more prevalent.

Abstract Image

将数字技术融入马拉松比赛,用技术驱动的服务设计方法提升马拉松运动员的体验
COVID-19 大流行之后,数字技术迅速融入日常生活,并在体育运动中发挥优势,包括个人成绩跟踪、通过社交媒体进行运动员与粉丝交流以及虚拟赛事组织。然而,在马拉松赛事中全面使用数字技术来提升马拉松运动员体验的研究仍然不足。本研究提出了一个技术驱动的马拉松服务流程,指导数字技术在赛前交流、马拉松注册、比赛娱乐、医疗服务和赛后参与等方面的应用。利用层次分析法(AHP)的混合方法,在专家判断下为每个服务维度的技术选择提供依据。邀请了三组专家,包括世界田径马拉松组织者、精英选手和马拉松医疗团队成员,进行了三角讨论、验证并确认了技术选择。结果揭示了将数字技术融入各马拉松服务流程的决策。在赛前沟通方面,互动内容和内容管理被用于解决认知、激励、信任和参与等问题。在马拉松报名方面,专家们一致认为应用程序接口(API)可以简化程序,方便选手。在比赛娱乐方面,扩展现实(XR)可以通过逼真的比赛模拟来激发选手的积极性。在医疗服务方面,数字健康记录成为马拉松赛事期间医疗操作的重要工具。最后,精英跑者对附属电子奖励表现出同情的倾向,这使他们能够将自己的成就转化为实实在在的利益。我们构建了一个服务蓝图,以可视化的方式将数字技术整合到马拉松赛事中,其中包括马拉松运动员的行动、前台员工的行动、后台员工的行动以及内部信息技术系统。这些发现为马拉松赛事的组织者提供了宝贵的见解,通过日益普及的数字技术提升了马拉松运动员的体验和服务质量。
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来源期刊
Human Behavior and Emerging Technologies
Human Behavior and Emerging Technologies Social Sciences-Social Sciences (all)
CiteScore
17.20
自引率
8.70%
发文量
73
期刊介绍: Human Behavior and Emerging Technologies is an interdisciplinary journal dedicated to publishing high-impact research that enhances understanding of the complex interactions between diverse human behavior and emerging digital technologies.
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