Designing ticket price strategies for professional sports teams using conjoint analysis

Abstract

This study emphasises the need for professional teams to have sophisticated methods for devising ticket pricing strategies. The research was designed to supply team managers with meaningful information from which to construct ticket prices that fit the needs of their fans. Three different fan segments were identified (general adults, college students and middle and high school students) and four attributes for determining ticket prices in a given circumstance were selected (Player, Coupon, Point and Price). Conjoint analysis technique was used to conduct the research and analyse findings.

Citation

Lee, Y.H. and Kang, J.-H. (2011), "Designing ticket price strategies for professional sports teams using conjoint analysis", International Journal of Sports Marketing and Sponsorship, Vol. 12 No. 2, pp. 23-36. https://doi.org/10.1108/IJSMS-12-02-2011-B004