Gender diversity in sport event tourists’ willingness-to-pay for ancillary services: A choice experimental approach

Abstract

This study aims to propose diverse feasible management strategies for developing an effective ancillary service items offered at sport events. Using a sample of South Korean sport event tourists attending KBO (Korea Baseball Organization) League games, this study employs a gender perspective to devise marketing strategies that are capable of effectively attracting the buying power of female sport event tourists. Results from the choice experimental approach suggest that respondents put the heaviest weight on healthier local food sold at stadium concessions. The scenario analysis results indicate that female tourists show their stronger preferences for the highest levels of ancillary service settings. Results also denote that females are less concerned about the high levels of ticket prices, which provides a useful avenue for sport event marketers.