Kaiser, Mario; Ströbel, Tim; Woratschek, Herbert; Durchholz, Christian (2019). How well do you know your spectators? A study on spectator segmentation based on preference analysis and willingness to pay for tickets. European Sport management quarterly, 19(2), pp. 178-200. Taylor & Francis 10.1080/16184742.2018.1499790
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How well do you know your spectators A study on spectator segmentation based on preference analysis and willingness to pay for tickets.pdf - Published Version Restricted to registered users only Available under License Publisher holds Copyright. Download (1MB) |
Research question: Do club managers know enough about their spectators? Fan protests against increasing ticket prices in European sports show the ongoing disconnect between fans and clubs. The purpose of this article is to examine sport event spectators’ preferences for tickets and their willingness to pay (WTP) considering innovative ticket features. This research contributes to existing research on spectator segmentation and ticket pricing.
Research methods: This study is the first in sport management literature to apply choice-based conjoint analysis in combination with latent classes. We conduct online surveys of two German basketball clubs and collect data of more than 750 spectators.
Results and findings: Benefit segmentation analyses of both spectator groups lead to four spectator segments each, which differ depending on preferences for opposing teams, seat categories, and WTP. The results show that the prevailing assumption of homogeneous spectator preferences in sport management research leads to estimation bias.
Implications: Spectator preferences are heterogeneous. Therefore, club managers need to know and understand their spectators to better adjust ticket options. Furthermore, the results provide theoretical contributions for spectator segmentation and ticket pricing literature.
Item Type: |
Journal Article (Original Article) |
|---|---|
Division/Institute: |
07 Faculty of Human Sciences > Institute of Sport Science (ISPW) 07 Faculty of Human Sciences > Institute of Sport Science (ISPW) > Sport Sociology and Management |
UniBE Contributor: |
Ströbel, Tim |
Subjects: |
300 Social sciences, sociology & anthropology > 330 Economics 700 Arts > 790 Sports, games & entertainment |
ISSN: |
1618-4742 |
Publisher: |
Taylor & Francis |
Language: |
English |
Submitter: |
Tim Ströbel |
Date Deposited: |
27 Mar 2019 11:29 |
Last Modified: |
05 Dec 2022 15:27 |
Publisher DOI: |
10.1080/16184742.2018.1499790 |
Uncontrolled Keywords: |
Ticket pricing; benefit segmentation; willingness-to-pay measurement; choice based conjoint analysis; latent class analysis |
BORIS DOI: |
10.7892/boris.129293 |
URI: |
https://boris.unibe.ch/id/eprint/129293 |
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