The growing number of outdoor sports participants in recent years has driven the organization of sporting events in small and medium-sized cities, attracting visitors and promoting tourism. This study investigates consumer behavior in sports tourism by analyzing the relationships between service quality, satisfaction, perceived value, place attachment, and behavioral intentions toward both the event and the host city. To this end, electronic questionnaires were administered to participants of two different events held in a coastal city in southeastern Brazil, and the data were analyzed using structural equation modeling. The results indicate that satisfaction with the event is a strong predictor of the intention to return and to recommend both the event and the city. Furthermore, service quality positively influences perceived value, which, in turn, impacts satisfaction with the event. The study contributes to the literature on consumer behavior among active sport event participants, expanding discussions on small- and medium-scale competitions. Additionally, it provides knowledge and practical tools for public and private managers, enabling the replication of the study in different contexts of similar sporting events.