Tennis superstars: The relationship between star status and demand for tickets |
| |
| Institution: | 1. Institute for Health & Sport, Victoria University, Melbourne, Victoria, Australia;2. Tennis Australia Headquarters, Melbourne, Victoria, Australia;1. North Carolina State University, Department of Parks, Recreation, and Tourism Management, Box 8004, Biltmore Hall, Raleigh, NC 27606, United States;3. Bangkok University International, Bangkok University, Rama IV Road, Kluay Nam Thai, Bangkok 10110, Thailand;1. The University of Queensland, Brisbane, OLD 4072, Australia;2. Bond Business School, Bond University;1. Deakin University, Australia;2. Swinburne University of Technology, Australia;1. University of Georgia, 361 Ramsey, 330 River Road, Athens, GA 30602, United States;2. University of Akron, 302 Buchtel Common, Akron, OH 44325-5103, United States;1. University of Illinois, Department of Recreation, Sport and Tourism, Huff Hall 104, MC-584, Champaign, IL 61820, USA;2. Springfield College, Sport and Recreation Management, 121 Blake Hall, 263 Alden Street, Springfield, MA 01109, USA;3. Texas A&M University, Department of Health and Kinesiology, 4243 TAMU, College Station, TX 77843, USA;4. Texas Tech University, Health, Exercise and Sport Sciences, MS 3011, Lubbock, TX 79409, USA |
| |
| Abstract: | 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. |
| |
| Keywords: | Demand for attendance Ticket sales Player effect Tennis superstars Australian open |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
