This work identifies important influencing factors that affect event visitor behaviour in and beyond event zones, utilising a four-year, mixed-method, longitudinal study (n=6212) of the Cambridge Half Marathon (2017–2020). We counter a commonly held view that visitors naturally spill out into local cultural and business precincts, arguing that event zones represent cities within cities that spatially segregate visitors from the host destination; only 7% of the sample engaged in longer and deeper cultural stays. Quantitative data reveals statistically significant demographic and tripographic factors that increase the likelihood of visitors venturing beyond the event zone, whilst qualitative data reveals the behavioural and organisational factors that encourage or discourage engagement. Managerial tactics and strategies for encouraging visitors to venture beyond event zones, across host destinations, to optimise local economic benefits across the host destination are presented.

这项工作利用剑桥半程马拉松赛（2017-2020 年）为期四年的混合方法纵向研究 (n=6212)，确定了影响活动区域内和活动区域外活动参观者行为的重要影响因素。我们反驳了一种普遍持有的观点，即游客自然会涌入当地文化和商业区，认为活动区域代表了城市中的城市，在空间上将游客与主办目的地隔离开来；只有 7% 的样本进行了更长时间、更深入的文化停留。定量数据揭示了统计上显着的人口和地形因素，这些因素增加了游客冒险超出活动区域的可能性，而定性数据则揭示了鼓励或阻止游客的行为和组织因素订婚。介绍了鼓励游客跨出活动区域、跨主办目的地进行冒险的管理策略和战略，以优化整个主办目的地的当地经济效益。