Contingent Valuation of Sports

Bruce K. Johnson and John C. Whitehead

in The Oxford Handbook of Sports Economics

Published in print May 2012 | ISBN: 9780195387780
Published online September 2012 | | DOI:

Series: Oxford Handbooks

 Contingent Valuation of Sports

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This article takes up the task of using surveys to quantify ex ante the value of a public investment project that offers both an excludable benefit stream and an intangible, subjectively valued benefit stream. It specifically describes the use of the Contingent Valuation Method (CVM) to conduct such surveys and to analyze the data to measure the benefits produced by sports public goods. The Lexington survey showed the feasibility of using the CVM to estimate willingness-to-pay for sports public goods, but left unanswered the question of how much major league sports public goods are worth. Pittsburgh's civic pride in its major league status would be intact if the Penguins left, since the city also hosts baseball's Pirates and football's Steelers. Conducting a CVM survey offers an opportunity to ask questions to allow stated preference methods other than CVM to be employed to inform public policy related to sports.

Keywords: Contingent Valuation Method; major league sports; benefit stream; public goods; Lexington survey; Pittsburgh; public policy

Article.  6401 words. 

Subjects: Economics ; Industry Studies ; Financial Institutions and Services

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