프로스포츠 이벤트 보조 서비스 지불의사: KBO리그 관람객을 대상으로

Abstract

The unmanageable nature of core sport products is known to encourage professional sport teams to improve the quality of ancillary services, denoting a variety ofs upplementary service components at sporting events. Using a discrete choice experimental approach, this study aims to provide feasible management implications for developing the most preferred ancillary service items at professional sporting events. With a sample of Korean professional baseball league spectators, this study laso intends to better understand how baseba ll fans indicate their willingness to pay for different ancillary service elements. Study results suggest that respondents show the greatest amount of willingness-to-pay values onh ealthier local food in addition to the trad-i tional fried chicken sold at stadium concession facilities. Reuslts further indicate that spectators are willing to pay KR₩2,303 for the availability of female dancing squads fosr upporting their teams. Different managemen t strategies are suggested to improve overall quality of ancillary services at professional sport events.