Willingness-to-pay in non-profit sports clubs

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Title Willingness-to-pay in non-profit sports clubs
Author Wicker, Pamela Vanessa
Journal Name International Journal of Sport Finance
Year Published 2011
Place of publication United States
Publisher Fitness Information Technology Inc.
Abstract In Germany, some sports clubs increasingly encounter financial problems due to decreasing public subsidies. A way to compensate for the decrease is to increase membership fees. Therefore, the aim of this study is to analyze members’ willingness-topay (WTP) for membership fees and to identify determinants of WTP. For this study, active, adult members (n = 10,013) in 21 sports were surveyed. The results show that members paid an average annual membership fee of ?148 and stated an average WTP of ?265. The consumer surplus for all sports amounted to ?113 on average. The results of the regression analysis reveal that WTP is determined significantly by the current membership fee, personal income, level of education, years of participation, and level of performance. The findings of the study suggest that increasing membership fees might be one option for sports clubs experiencing financial problems. Sport-specific differences have to be considered in this regard.
Peer Reviewed Yes
Published Yes
Publisher URI http://wvuecommerce.wvu.edu/index.cfm?do=product.product&id=759840191_91w&product_id=2928
Copyright Statement Copyright 2011 West Virginia University. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Volume 6
Issue Number 2
Page from 155
Page to 169
ISSN 1558-6235
Date Accessioned 2011-11-28
Language en_US
Faculty Griffith Business School
Subject Commerce, Management, Tourism and Services
URI http://hdl.handle.net/10072/41708
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1x

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