PUB - Publikationen an der Universität Bielefeld

This study estimates the monetary value of alpine skiing to the Austrian resident population using the contingent valuation method (CVM). Survey respondents across Austria were asked to state their willingness-to-pay (WTP) for broadcasting the 2017 World Championships and for an athlete support programme over a five-year period (n = 862). Approximately 29% and 20% of respondents reported a positive WTP for broadcasting and monthly support of alpine athletes over a five-year period, respectively. Average WTP was €25 (broadcasting) and €8 (athlete support). Individuals with high medal expectations were more likely to state a positive WTP for broadcasting, while the amount of WTP was positively affected by consumption capital and the importance of symbolic capital (public goods), such as happiness from sporting success. Aggregate WTP exceeded public funding received by the Austrian Skiing Association by a margin, indicating that intangible benefits of alpine skiing are higher than its costs.