Document Type : Research Paper


1 University

2 uoniversity of Guilan

3 Department of Sport Management,, Sport Sciences faculty, Alzahra University, Vanak Street, Tehran, Iran.


The purpose of this research was to design a model of willingness to pay in sports. 170 people were selected as a statistical sample from experts aware of the issue of sports evaluation in a targeted and accessible way. A researcher-made questionnaire was used to collect data. Its content validity was confirmed by 11 experts and university professors and its reliability was confirmed by Cronbach's alpha test (0.89). Data analysis was performed by structural equation method using Smart PLS3 software. The results showed that the determinants of value of the sports goal phenomenon have a significant effect on the value perception community (0.920), value capabilities (0.881) and valuation method (0.838), respectively. Also, value perception community (0.524) and value capabilities (0.317) have a significant effect on the economic value of the whole sports phenomenon, respectively. Finally, the valuation method with (0.662) and the total economic value with (0.261) have a significant effect on the willingness to pay for the sport phenomenon. According to the results, it can be suggested to the researchers and policy makers in the field of sports that in order to examine the economic value of any sports phenomenon, among the determining and influencing factors on the value of the phenomenon, value capabilities, value-perceiving society, valuation method and overall economic values As a result, use the sports phenomenon.