Purpose: The aim of this study is to explore the effect of participants' cognitive destination image on perceived uniqueness and revisit intention from the perspective of environmental psychology. The mediating effect of perceived uniqueness value is also explored. Research methods: This study was conducted in a marathon event, the "2015 Doraemon Run - Kaohsiung." There were 395 valid responses obtained from 400 respondents. Structural Equation Modeling with LISREL 8.8 was employed for the hypotheses examination. Results: Results indicated that cognitive event image positively affects perceived event uniqueness and revisit intention. The relationship between cognitive event image and revisit intention was mediated by perceived uniqueness value. Conclusion: Both theoretical and managerial implications are highlighted to provide scholars and sport event managers with realistic thoughts about sustainable event development.