Abstract: To study the influence of individual heterogeneity on the choice of PSE activity participation intention, this paper constructed a PSE activity participation intention choice model based on the latent class choice model (LCCM). Using the D-optimal design method, the selection scenarios in the PSE activity participation intention survey were generated. Assuming that the Tianjin Olympic Sports Center is the venue for the PSE, a survey of Tianjin residents' activity participation intention for PSE was carried out. According to the data obtained from the survey, the parameters of the model were estimated by the EM algorithm. The model results show that weather, activity time, ticket price, activity type, and policy complexity are the main factors affecting the choice of PSE activity participation intention. The model divides potential PSE participants into three classes: weather-sensitive groups, activity time-sensitive groups, and ticket price sensitive groups, accounting for 30%, 15%, and 55% of the sample population, respectively, with a degree of discrimination of 0.81. Class 1 is the most sensitive to weather type, but not sensitive to activity time and ticket price; class 2 is the most sensitive to activity time and less sensitive to weather; and class 3 is the most sensitive to ticket prices and less sensitive to duration and policy complexity.