Research note: Estimation of the non-market value of sports events:a case study of the civic pride generated by the 2009 Shanghai ATP Masters 1000

• Hai-Yan Huang ^[1] ; Lin Zhang ^[1]
  1. [1] Shanghai University of Sport

     Shanghai University of Sport

     China

     
• Localización: Tourism economics: the business and finance of tourism and recreation, ISSN 1354-8166, Vol. 18, Nº. 4, 2012, págs. 887-895
• Idioma: inglés
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• Resumen

  • This study uses Contingent Valuation Method surveys to estimate the non-market value of local residents� civic pride generated by the 2009 Shanghai ATP Masters 1000 (2009SAM1000). Using a dataset of 1,800 public intercept surveys, the paper shows that the average individual willingness to pay for the civic pride generated by the 2009SAM1000 was 24.2 yuan, and the total value of local residents� civic pride generated by the event was 110.80 million yuan. The results also indicate that several factors influenced civic pride and willingness to pay for the match, including gender, educational qualifications (EQ), annual household income (AHI), and the aggregative indicator of the product of AHI and EQ.