Family life cycle and preferences for a mega-sporting event package: The case of the 2018 PyeongChang Winter Olympic Games

Hyesun Kim, Jooa Baek and Yeongbae Choe
Additional contact information
Hyesun Kim: 41479Woosong University, Republic of Korea
Jooa Baek: 8617Goldey-Beacom College, USA
Yeongbae Choe: University of Macau, Macao SAR, China

Tourism Economics, 2021, vol. 27, issue 3, 548-568

Abstract: Mega-sporting events often contribute to both financial and nonfinancial aspects of a destination. Nonetheless, several problematic issues (e.g. risk/safety issues, high travel costs, and online broadcasting) require a hosting destination focusing more on marketing and promotion strategies to boost event attendance. As such, this study aims to understand the optimal bundling package strategy for a mega-sporting event by investigating the effect of customers’ life cycle stage on their preferences in purchasing an event-related package. Several event package features used in this study are important determinants of mega-sporting event participation. More important, respondents in different family life cycle stages showed different levels of sensitivity to each package attribute, thereby constructing different preferences. The result of this study would be useful information for designing more attractive mega-sporting event packages and/or target marketing strategies focusing on different life stages.

Keywords: choice experiment; event package; family life cycle; mega-sporting event; preference (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:27:y:2021:i:3:p:548-568

DOI: 10.1177/1354816620907780

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