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The effect of event quality on participants’ intention to revisit a sport event: Monetary valuation and mitigation of hypothetical bias

Author

Listed:
  • John C. Whitehead
  • Pamela Wicker

Abstract

This study examines the contribution of one event quality attribute to participants’ intention to revisit, assigns a monetary value to this attribute, and estimates the magnitude of hypothetical bias in revisit intention and monetary values. The event is the Blue Ridge Brutal amateur bike ride in North Carolina, USA. Participants received a post-event survey with different hypothetical scenarios after the 2021 and 2022 ride, including riding on the scenic Blue Ridge Parkway or not. Monetary values were obtained by converting willingness-to-travel into willingness-to-pay based on travel cost. The regression results show that including the Blue Ridge Parkway significantly increases intention to revisit. Respondents overstated their intention to revisit by 14% (2021) and 38% (2022). Willingness-to-pay for the parkway was $96 (2021) and $147 (2022) in the stated preference setting. Although the magnitude in hypothetical bias is significant, it can be mitigated by combining revealed and stated preference data. Key Words: Contingent behavior method; Cycling; Stated preferences; Willingness-to-pay; Willingness-to-travel

Suggested Citation

  • John C. Whitehead & Pamela Wicker, 2024. "The effect of event quality on participants’ intention to revisit a sport event: Monetary valuation and mitigation of hypothetical bias," Working Papers 24-14, Department of Economics, Appalachian State University.
    • Handle: RePEc:apl:wpaper:24-14
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    File URL: http://econ.appstate.edu/RePEc/pdf/wp2414.pdf
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