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 and Lin Zhang

Tourism Economics, 2012, vol. 18, issue 4, 887-895

Abstract: 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.

Keywords: non-market value; sport events; civic pride; ATP 1000; Shanghai (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:18:y:2012:i:4:p:887-895

DOI: 10.5367/te.2012.0139

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