Preference Analysis and Willingness-to-Pay for Sport Tickets - A Choice-Based Conjoint Analysis in German Basketball
Abstract
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?
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?
Date Issued
2016-09-09
Publication Type
Conference Item
Subject(s)
Language(s)
en
Author(s)
Kaiser, Mario | |
Woratschek, Herbert |
Additional Credits
Access(Rights)
metadata.only