Using a discrete choice experiment to estimate spectators’ willingness to pay for professional baseball park sportscape |
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| Institution: | 1. National Central University, Department of Business Administration, No. 300, Jhongda Rd., Jhongli Dist., Taoyuan City 32001, Taiwan (R.O.C.);2. University of Georgia, Grady College of Journalism & Mass Communication, Department of Advertising & Public Relations, Journalism Building, 120 Hooper Street, Athens, GA 30602-3018, United States;1. University of Louisiana, 225 Cajundome Boulevard, Lafayette, LA, 70504, United States;2. University of Alberta, 2-158 Van Vliet Complex (University Hall), Edmonton, Alberta, T6G 2J9, Canada;3. Louisiana State University, 112 Huey Long Field House, Baton Rouge, LA, 70803, United States;1. University of Stirling, Faculty of Health Sciences and Sport, FK9 4LA, Stirling, UK;2. University of Sao Paulo, School of Physical Education and Sport of Ribeirao Preto, 14040-907, Ribeirao Preto-SP, Brazil;1. Department of Agricultural Economics, Oklahoma State University, Stillwater, OK 74078, USA;2. Oklahoma Department of Wildlife Conservation, 2145 NE 36th Street, Oklahoma City, OK 73111, USA |
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| Abstract: | The physical environment of sport facilities, referred to as the sportscape, has a substantial influence on the extent to which sport fans attend sporting events and revisit the facilities. Accordingly, professional franchises make efforts to construct new stadiums with different sportscape elements, which serve as important factors that determine spectators’ levels of attendance satisfaction. With a sample of South Korean baseball fans, the authors examine which sportscape components of professional ballparks are considered most important by spectators, as well as how baseball attendees indicate their willingness to pay for particular sportscape attributes. Based on a discrete choice experimental approach, results indicate that spectators place the greatest importance on fast access to ballparks largely dependent upon the location. Results also suggest that respondents are willing to pay KR?4102 for one more subway line. Different strategies for developing successful sportscape components are discussed. |
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| Keywords: | Sportscape Baseball park Discrete choice experiment Willingness to pay |
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