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Estimating willingness to pay for a cycling event using a willingness to travel approach

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  • Whitehead, John C.
  • Wicker, Pamela

Abstract

This study examines the monetary value of nonmarket benefits to participants of an active sport tourism event, such as happiness and pride from participating in an event. Willingness to travel (WTT) greater distances for future events is assessed and converted into willingness to pay (WTP) estimates using travel costs. Using survey data from the 2014 and 2015 Blood Sweat Gears bike ride, the intended visitation models show that changes in travel cost have a significant negative effect. WTP to revisit the event was between $41 and $57. The likelihood of return visit decreases as travel costs increase, indicating that WTP estimates are internally valid. WTP estimates stemming from two years of data collection are stable, suggesting that they are also temporally reliable. This study demonstrated the feasibility of using stated preference WTT questions to assign a monetary value to nonmarket benefits of active sport tourists.

Suggested Citation

  • Whitehead, John C. & Wicker, Pamela, 2018. "Estimating willingness to pay for a cycling event using a willingness to travel approach," Tourism Management, Elsevier, vol. 65(C), pages 160-169.
    • Handle: RePEc:eee:touman:v:65:y:2018:i:c:p:160-169
    DOI: 10.1016/j.tourman.2017.09.023
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    Cited by:

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    2. Yunhao Yao & Ruoquan Zheng & Merle Parmak, 2022. "Factors Influencing the Willingness to Pay in Yachting Tourism in the Context of COVID-19 Regular Prevention and Control: The Case of Dalian, China," Sustainability, MDPI, vol. 14(20), pages 1-17, October.
    3. Yi-Hsing Lin & Chun-Hung Lee & Chun-Fu Hong & Yen-Ting Tung, 2022. "Marketing Strategy and Willingness to Pay for Sport Tourism in the Kinmen Marathon Event," Sustainability, MDPI, vol. 14(19), pages 1-16, September.
    4. Wicker, Pamela, 2019. "The carbon footprint of active sport participants," Sport Management Review, Elsevier, vol. 22(4), pages 513-526.
    5. Peter Groothuis & Kurt Rotthoff & John C. Whitehead, 2022. "The consumer surplus and economic impact of a participatory micro-event: The Beech Mountain Metric," Working Papers 22-07, Department of Economics, Appalachian State University.
    6. Rolfe, John, 2019. "Simple economic frameworks to evaluate public investments in sporting events in regional Australia," Economic Analysis and Policy, Elsevier, vol. 63(C), pages 35-43.
    7. Rachel Dolan & James M. Bullock & Julia P. G. Jones & Ioannis N. Athanasiadis & Javier Martinez-Lopez & Simon Willcock, 2021. "The Flows of Nature to People, and of People to Nature: Applying Movement Concepts to Ecosystem Services," Land, MDPI, vol. 10(6), pages 1-18, May.
    8. Maria Salvo & Giuseppe Cucuzza & Giovanni Signorello, 2022. "Using discrete choice experiments to explore how bioecological attributes of sites drive birders’ preferences and willingness to travel," Environmental Economics and Policy Studies, Springer;Society for Environmental Economics and Policy Studies - SEEPS, vol. 24(2), pages 119-146, April.
    9. Funahashi, Hiroaki & Shibli, Simon & Sotiriadou, Popi & Mäkinen, Jarmo & Dijk, Bake & De Bosscher, Veerle, 2020. "Valuing elite sport success using the contingent valuation method: A transnational study," Sport Management Review, Elsevier, vol. 23(3), pages 548-562.
    10. Chun-Chu Yeh & Crystal Jia-Yi Lin & James Po-Hsun Hsiao & Chin-Huang Huang, 2019. "The Effect of Improving Cycleway Environment on the Recreational Benefits of Bicycle Tourism," IJERPH, MDPI, vol. 16(18), pages 1-11, September.
    11. John C. Whitehead & Pamela Wicker, 2018. "Valuing Non-Market Benefits of Participatory Sport Events Using Willingness to Travel: Payment Card vs Random Selection with Mitigation of Hypothetical Bias," Working Papers 18-06, Department of Economics, Appalachian State University.
    12. Tatiana Cantillo & Andrés Vargas & Víctor Cantillo & José Ramos, 2020. "What determines university student’s willingness to pay for bikeways?," Transportation, Springer, vol. 47(5), pages 2267-2286, October.
    13. John C. Whitehead & Pamela Wicker, 2019. "Examining return visitation and the monetary value of participatory sport events: The role of attribute non-attendance," Working Papers 19-13, Department of Economics, Appalachian State University.

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