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

•Spectators consider different sportscape attributes for visiting ballparks.•Ease of access to ballparks serves as an important sportscape attribute.•Spectators are willing to pay KR₩4102 for an additional subway line.•South Korean baseball fans have an aversion to fully-domed ballparks.•Respondents demonstrated slight preferences for wider scoreboards.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 KR₩4102 for one more subway line. Different strategies for developing successful sportscape components are discussed.