Tennis superstars: The relationship between star status and demand for tickets
سوپراستارهای تنیس: رابطه بین وضعیت ستاره و تقاضای بلیط-2020
Akin to other sports, professional tennis is urged to adopt a consumer centred strategy and understand the inﬂuence of the star status of elite players on demand for its core product. Measuring the impact that tennis players have on demand for match attendance remains a key element towards achieving that goal. Using data from the Australian Open ticket sales, the authors demonstrate how individual players have inﬂuenced stadium attendance at the Grand Slam. Findings indicate that some players are associated with a strong positive impact on demand for tickets, above and beyond their performance ratings, reﬂecting their value to the Australian Open. The authors discuss how this star status can be used to inform business decisions related to tournament management, match scheduling, and determining player appearance fees, to ultimately drive better commercial outcomes and deliver a world-class sporting event. The ﬁndings have implications for tournament organisers, player managers and those that market player activities.© 2019 Sport Management Association of Australia and New Zealand. Published by Elsevier Ltd. All rights reserved.
Keywords: Demand for attendance | Ticket sales | Player effect | Tennis superstars | Australian open
Importance of early snowfall for Swedish ski resorts: Evidence based on monthly data
اهمیت بارش برف زود هنگام اسکی سوئدی: شواهد بر اساس داده های ماهانه-2016
Since the early 1970s, Sweden has experienced an almost uninterrupted surge in demand for downhill skiing. However, from the 2009/2010 season, lift ticket sales have stagnated. With the use of monthly data, this study investigates the role of snow depth and economic factors in the demand for downhill skiing in Sweden. The empirical approach is based on a seemingly unrelated regression model, allowing snow conditions, but not economic factors to differ during the season. The estimates show that an early season increase in natural snow depth by 10 cm raises the growth rate of lift ticket sales by 9 percentage points in the same period. Further, the results indicate that downhill skiing is characterised by low in- come and price elasticities, implying weak impacts on demand for such changes. The price increase of lift tickets exceeds that of the inﬂation rate. The recent decline in demand might indicate changed leisure preferences.© 2015 Elsevier Ltd. All rights reserved.
Swedish ski resorts | Snow depth | Snow in early and late season | Winter tourism | Demand for downhill skiing | Income and price elasticities