Preference Analysis and Willingness-to-Pay for Sport Tickets - A Choice-Based Conjoint Analysis in German Basketball

Kaiser, Mario; Ströbel, Tim; Woratschek, Herbert (9 September 2016). Preference Analysis and Willingness-to-Pay for Sport Tickets - A Choice-Based Conjoint Analysis in German Basketball. In: 24th Conference of the European Association for Sport Management (EASM). Warschau. 07.-10.09.2016.

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Game day revenues build an essential pillar of clubs’ income in German basketball. Variable ticket pricing (VTP) is often used to maximize game day revenues. However, in most sport organisations ticket prices are intuitively fixed and rarely based on estimations of spectators’ willingness-to-pay (WTP). Furthermore, there is only little research about VTP in sport management. So far, existing research applies average ticket prices and homogeneous spectators’ WTP. In fact, preferences and WTP depend on the context. Therefore, our research contributes to existing analyses. First, we integrate different ticket prices instead of analyzing average ticket prices. Second, we assume heterogeneous preferences among spectators. Third, we use context-dependent ticket categories, because preferences depend - among other factors - on the specific peculiarities of an arena. Moreover, we use the context of a German basketball club. Based on these thoughts we address the following research questions: 1. Which spectator segments can be identified in terms of ticket preferences and WTP? 2. How do the preferences and WTP differ between the segments?

Item Type:

Conference or Workshop Item (Paper)

Division/Institute:

07 Faculty of Human Sciences > Institute of Sport Science (ISPW)

UniBE Contributor:

Ströbel, Tim

Subjects:

700 Arts > 790 Sports, games & entertainment

Language:

English

Submitter:

Tim Ströbel

Date Deposited:

13 Oct 2016 11:17

Last Modified:

07 Feb 2018 12:37

URI:

https://boris.unibe.ch/id/eprint/88223

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