Abstract
The purpose of this study was to clarify the total economic value and value structure of professional sports teams through the CVM approach. The results of the survey showed that the average of willingness to pay (WTP) was 587 yen, and the population of WTP was about 3.28 billion yen. From the weighting of use value and non-use value, the value as private goods was estimated to be 217 yen for WTP and the value as public goods was estimated at 316 yen. The results of this study have academic significance in that the professional sports teams quantitatively showed the values of public goods as well as private goods, while leaving certain problems in the model. In the future, it will be necessary to develop value categories that match the field of sports science, and the development of a scale for social benefits provided by professional sports teams will also be an issue.
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