Estimating People's Willingness to Pay for Team and Individual Sports Has the Service Quality Effect on It?

Purpose: Investigating people's willingness to pay for sports is one of the best ways to increase demand. Through it, the economic development of the desired sports venue can be achieved. Methodology: The current research was applied as a part of descriptive-analytical research carried out in the field. The statistical sample of the five places is in Baghshomal, Manzarieh, Mirdamad, Imam Ali Sports Complex, and Tabriz Khiyabani Sports Complex. The statistical population of the visitors to these places was ۵۳۴ randomly selected according to Morgan's table and clustered. The measurement tool was the willingness to pay questionnaire by Bidram et al. (۲۰۱۷) and the quality of sports services by Liu (۲۰۰۸). Logit probit was used to investigate the research questions using SPSS and Eviews software. Findings: The research results indicate that the average willingness to pay for team sports was ۴۳.۹۵ tomans and ۵۱.۰۶ tomans for individual sports. The total economic value (willingness to pay) of the team and individual sports for these places equals ۱۲۹۲۱۳ Tomans and ۱۸۲۵۹۰۵۶ Tomans, respectively. Also, the results showed that all components of the quality of sports services, such as satisfaction, equipment, and facilities have a positive and significant effect on the proposed value for paying for places. Originality: In this study, we examined the willingness of people to pay for sports and the impact of service quality on the value proposition that has not been studied so far.

کلیدواژه ها:

Conditional valuation method ، Logit probit ، Team and individual sports ، Willingness to Pay