Document Type : Research Paper
Authors
1
Department of Sports Management, Faculty of Physical Education and Sports Sciences, University of Guilan, Rasht, Iran.
2
Department of Sports Management, Faculty of Physical Education and Sports Sciences, University of Guilan, Rasht, Iran
3
Department of Sport Management, Sport Sciences faculty, Alzahra University, Tehran, Iran.
Abstract
Introduction: The purpose of this study was to design an economic valuation model based on willingness to pay in sports.
Methods: 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 PLS 3 software.
Results: 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.
Conclusion: According to the results of the willingness to pay stakeholders of a sports phenomenon for its economic valuation under the influence of five general factors including determining and influencing factors on the value of the phenomenon, value capabilities, value perception community, valuation method and total economic values resulting from There is a phenomenon that researchers and policymakers in the field of sports can use.
Highlights
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