Designing ticket price strategies for professional sports teams using conjoint analysis
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 January 2011
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.
Keywords
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
Publisher
:Emerald Group Publishing Limited
Copyright © 2011 by Winthrop Publications Limited