Estimating Consumer's Willingness-to-Pay for Participation in and Traveling to Marathon Events

Wicker P, Hallmann K (2013)
Event Management 17(3): 271-282.

Zeitschriftenaufsatz | Veröffentlicht | Englisch
 
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Autor*in
Wicker, PamelaUniBi; Hallmann, Kristin
Abstract / Bemerkung
Although research on marathon running has gained in importance during recent years, a lack of research regarding the economic aspects of marathon runners has been clearly identified. The purpose of this study was to investigate the willingness-to-pay (WTP) for participation in and traveling to marathon events. Data on marathon runners in Germany were collected using a nationwide online survey (n = 285). Behavioral, psychographic (opinion), and demographic variables were used to explain the WTP for traveling to a marathon in Germany, in Europe, and overseas. Respondents were found to be willing to pay on average €270 for traveling to a marathon event in Germany, €568 to one in Europe, and €1,429 to an overseas marathon. The factor analysis showed that the psychographic variables could be summarized in four factors labeled casual, health-conscious, identitydriven, and switching. The regression results revealed that particularly psychographic (healthconscious, casual) and demographic variables (income) were significant determinants of WTP.
Stichworte
Active Sport Consumption; Marathon Runner; Participant Behaviour; Pricing; Psychographics; Willingness-To-Pay (WTP)
Erscheinungsjahr
2013
Zeitschriftentitel
Event Management
Band
17
Ausgabe
3
Seite(n)
271-282
ISSN
1525-9951
eISSN
1943-4308
Page URI
https://pub.uni-bielefeld.de/record/2942558

Zitieren

Wicker P, Hallmann K. Estimating Consumer's Willingness-to-Pay for Participation in and Traveling to Marathon Events . Event Management. 2013;17(3):271-282.
Wicker, P., & Hallmann, K. (2013). Estimating Consumer's Willingness-to-Pay for Participation in and Traveling to Marathon Events . Event Management, 17(3), 271-282. doi:10.3727/152599513X13708863377953
Wicker, P., and Hallmann, K. (2013). Estimating Consumer's Willingness-to-Pay for Participation in and Traveling to Marathon Events . Event Management 17, 271-282.
Wicker, P., & Hallmann, K., 2013. Estimating Consumer's Willingness-to-Pay for Participation in and Traveling to Marathon Events . Event Management, 17(3), p 271-282.
P. Wicker and K. Hallmann, “Estimating Consumer's Willingness-to-Pay for Participation in and Traveling to Marathon Events ”, Event Management, vol. 17, 2013, pp. 271-282.
Wicker, P., Hallmann, K.: Estimating Consumer's Willingness-to-Pay for Participation in and Traveling to Marathon Events . Event Management. 17, 271-282 (2013).
Wicker, Pamela, and Hallmann, Kristin. “Estimating Consumer's Willingness-to-Pay for Participation in and Traveling to Marathon Events ”. Event Management 17.3 (2013): 271-282.

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