Willingness to travel with increased travel time:Comparison of payment card vs dichotomous choice questions

John C. Whitehead and Pamela Wicker

No 25-04, Working Papers from Department of Economics, Appalachian State University

Abstract: This study examines how changes in travel time affects participants’ intention to revisit a sport event and how willingness to travel (WTT) questions and resulting willingness to pay (WTP) estimates differ depending on the question format. The analysis relied on post-race online survey data of participants of a running event in the United States (n=592). WTT questions were assessed with payment card (multiple cost levels) and dichotomous choice formats (single cost level). Hypothetical travel cost increase was framed as additional travel time rather than travel distance. Results reveal that respondents are less likely to participate as travel time rises, while higher-income respondents are more likely to return. The payment card question format generates greater travel cost sensitivity than the dichotomous choice format, while yielding higher WTP estimates. The study introduced travel time as a valid payment vehicle and offered evidence of how different question formats affect WTT and WTP. Key Words: Intention to revisit; Monetary valuation; Sport event; Sport tourism; Travel cost; Willingness to pay

Date: 2025
New Economics Papers: this item is included in nep-dcm, nep-spo and nep-tre
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