How well do you know your spectators? A study on spectator segmentation based on preference analysis and willingness to pay for tickets

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

[img] Text
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) | Request a copy

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 Science III

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:

23 Oct 2019 22:55

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

Actions (login required)

Edit item Edit item
Provide Feedback