Beyond the Race: Creating Sustainable Social, Cultural, and Economic Value in the Seoul International Marathon

This study examines how the Seoul International Marathon (SIM) can be transformed from a competition‑focused road race into a sustainable sport–culture platform that integrates social, cultural, and economic value. Drawing on stakeholder theory, the study qualitatively analyzes the current status, structural challenges, and future development strategies of the SIM. Data were collected through focus group interviews with elite and masters athletes, in‑depth interviews with local government officials, sports administrators, and event organizers, as well as expert panel discussions with sport management experts and commentators. Thematic analysis revealed three key themes: enhancing participant satisfaction and awareness, restructuring event operations and governance, and revitalizing tourism and local autonomy. The findings indicate that the SIM exhibits operational gaps compared with major international marathons such as Tokyo, Boston, and Berlin in terms of service quality, elite athlete development infrastructure, tourism linkages, and stakeholder‑centered governance. In response, this study proposes a set of actionable strategies, including governance reform, improvements in service quality for both elite and recreational participants, and the strategic integration of sports tourism and destination branding. Collectively, these measures are expected to reposition the SIM as a representative urban festival that delivers integrated social, cultural, and economic benefits.