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The effect of event quality on participants’ intention to revisit a sport event: Monetary valuation and mitigation of hypothetical bias

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  • John C. Whitehead
  • Pamela Wicker

Abstract

This study examines the contribution of one event quality attribute to participants’ intention to revisit, assigns a monetary value to this attribute, and estimates the magnitude of hypothetical bias in revisit intention and monetary values. The event is the Blue Ridge Brutal amateur bike ride in North Carolina, USA. Participants received a post-event survey with different hypothetical scenarios after the 2021 and 2022 ride, including riding on the scenic Blue Ridge Parkway or not. Monetary values were obtained by converting willingness-to-travel into willingness-to-pay based on travel cost. The regression results show that including the Blue Ridge Parkway significantly increases intention to revisit. Respondents overstated their intention to revisit by 14% (2021) and 38% (2022). Willingness-to-pay for the parkway was $96 (2021) and $147 (2022) in the stated preference setting. Although the magnitude in hypothetical bias is significant, it can be mitigated by combining revealed and stated preference data. Key Words: Contingent behavior method; Cycling; Stated preferences; Willingness-to-pay; Willingness-to-travel

Suggested Citation

  • John C. Whitehead & Pamela Wicker, 2024. "The effect of event quality on participants’ intention to revisit a sport event: Monetary valuation and mitigation of hypothetical bias," Working Papers 24-14, Department of Economics, Appalachian State University.
    • Handle: RePEc:apl:wpaper:24-14
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    File URL: http://econ.appstate.edu/RePEc/pdf/wp2414.pdf
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    References listed on IDEAS

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    1. John C. Whitehead & Melissa S. Weddell & Peter A. Groothuis, 2016. "Mitigating Hypothetical Bias In Stated Preference Data: Evidence From Sports Tourism," Economic Inquiry, Western Economic Association International, vol. 54(1), pages 605-611, January.
    2. W. Michael Hanemann, 1989. "Welfare Evaluations in Contingent Valuation Experiments with Discrete Response Data: Reply," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 71(4), pages 1057-1061.
    3. Peter Groothuis & Kurt Rotthoff & John Whitehead, 2023. "The Consumer Surplus and Economic Impact of a Participatory Micro-Event: The Beech Mountain Metric," Sports Economics, Management, and Policy, in: Victor A. Matheson & Robert Baumann (ed.), The Economic Impact of Sports Facilities, Franchises, and Events, pages 89-99, Springer.
    4. Pascoe, Sean & Doshi, Amar & Dell, Quentin & Tonks, Mark & Kenyon, Rob, 2014. "Economic value of recreational fishing in Moreton Bay and the potential impact of the marine park rezoning," Tourism Management, Elsevier, vol. 41(C), pages 53-63.
    5. Robert A. Baade & Victor A. Matheson, 2016. "Going for the Gold: The Economics of the Olympics," Journal of Economic Perspectives, American Economic Association, vol. 30(2), pages 201-218, Spring.
    6. Whitehead, John C. & Wicker, Pamela, 2018. "Estimating willingness to pay for a cycling event using a willingness to travel approach," Tourism Management, Elsevier, vol. 65(C), pages 160-169.
    7. Moonsup Hyun & Jeremy S. Jordan, 2020. "Athletic goal achievement: A critical antecedent of event satisfaction, re-participation intention, and future exercise intention in participant sport events," Sport Management Review, Taylor & Francis Journals, vol. 23(2), pages 256-270, April.
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    Keywords

    contingent behavior method; cycling; stated preferences; willingness-to-pay; willingness-to-travel;
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