Estimating Consumer's Willingness-to-pay for Participation in and Traveling to Marathon Events
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Although research on marathon running has gained in importance during recent years, a lack of research regarding the economic aspects of marathon runners has been clearly identified. The purpose of this study was to investigate the willingness-to-pay (WTP) for participation in and traveling to marathon events. Data on marathon runners in Germany were collected using a nationwide online survey (n = 285). Behavioral, psychographic (opinion), and demographic variables were used to explain the WTP for traveling to a marathon in Germany, in Europe, and overseas. Respondents were found to be willing to pay on average ಷ0 for traveling to a marathon event in Germany, ൶8 to one in Europe, and ౬429 to an overseas marathon. The factor analysis showed that the psychographic variables could be summarized in four factors labeled casual, health-conscious, identitydriven, and switching. The regression results revealed that particularly psychographic (healthconscious, casual) and demographic variables (income) were significant determinants of WTP.
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Tourism not elsewhere classified