Using a discrete choice experiment to estimate spectators' willingness to pay for professional baseball park sportscape

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 KRW4102 for one more subway line. Different strategies for developing successful sportscape components are discussed. (C) 2018 Sport Management Association of Australia and New Zealand. Published by Elsevier Ltd. All rights reserved.