The value of alpine skiing to the Austrian population: A CVM study of the 2017 World Championships

ABSTRACT

This study estimates the monetary value of alpine skiing to the Austrian resident population using the contingent valuation method (CVM). Survey respondents across Austria were asked to state their willingness-to-pay (WTP) for broadcasting the 2017 World Championships and for an athlete support programme over a five-year period (n = 862). Approximately 29% and 20% of respondents reported a positive WTP for broadcasting and monthly support of alpine athletes over a five-year period, respectively. Average WTP was €25 (broadcasting) and €8 (athlete support). Individuals with high medal expectations were more likely to state a positive WTP for broadcasting, while the amount of WTP was positively affected by consumption capital and the importance of symbolic capital (public goods), such as happiness from sporting success. Aggregate WTP exceeded public funding received by the Austrian Skiing Association by a margin, indicating that intangible benefits of alpine skiing are higher than its costs.

KEYWORDS:

• Contingent valuation method
• elite sport
• nonmarket good
• willingness-to-pay
• winter sport

Acknowledgments

The authors would like to thank the students who assisted with the data collection for this project. These are Lukas Auer, Matthias Bilo, Christoph Brutti, Johanna Dicketmüller, Alexandra Dürager, Daniel Ebner, Sophie Girbl, Sandra Göttlinger, Stephan Kirchtag, Marco Lämmerhofer, Selina Lazzeri, Jasmin Loibner, Alina Magagna, Patrizia Obrist, Bello Olukayode, Theresa Pachler, Markus Plamoser, Lisa Pöcksteiner, Doris Schatzberger, Nina Schnitzler, and Julia Wiesflecker.

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

1 Double-hurdle models represent another opportunity to account for such a two-step decision (Castellanos et al., 2011), but these models did not converge.

2 Altogether, 33 medals can be won across 11 competitions. However, it is only possible to win one medal at the team event, hence 31 medal opportunities for each country.