主办城市的奥运会非市场价值评估——以长三角地区联合申办奥运会为例

Non-Market Value Evaluation of Olympic Games in Host City:Taking the Joint Olympic Bid of the Yangtze River Delta as an Example

采用条件价值评估法,以长三角地区联合申办奥运会为假设情景,实证分析主办城市的奥运会非市场价值。结果显示:奥运会非市场价值是奥运会价值体系的重要组成部分,长三角地区跨区域联合办赛具有较好的群众基础,在设有赛事和没有赛事情境下长三角地区主办城市居民支付意愿均值为3139元/户和2971元/户,支付率为63.49%和50.44%;不同情境下不同城市居民的支付意愿水平存在差异,表明奥运会非市场价值存在城市间差异;4个城市的奥运会非市场价值总和为306.04亿~406.94亿元;“以纳税形式上交政府”是主办城市居民首选的支付方式;奥运会非市场价值的情感智力效应是主办城市居民支持长三角地区联合申办奥运会的主要动因;情感智力认同度和体育涉入度是最重要的影响因素,所在城市是否有赛事安排的影响也不容忽视。建议多措并举扩大奥运会非市场价值的积极效应,从多重路径提升奥运会申办的居民支持度。

The non-market value of the Olympic Games of host cities is empirically analyzed by using the conditional value assessment method and taking the joint bidding of the Yangtze River Delta region for the Olympic Games as the scenario assumption.It is shown that the non-market value of the Olympic Games is an important part of the value system of the Olympic Games.The cross-regional joint hosting of the games in the Yangtze River Delta region have a good mass base.The residents'willingness to pay in the host cities of the Yangtze River Delta region with and without events is 3139 yuan/household and 2971 yuan/household,with payment rates of 63.49%and 50.44%,respectively.There are differences in willingness to pay among different urban residents under different scenarios,indicating that differences exist as for the non-market value of the Olympic Games among cities.The total non-market value of the Olympic Games in the four cities ranges from 30.604 billion yuan to 40.694 billion yuan."To pay taxes to the government"is the preferred payment method for residents of the host city;the"emotional intelligence"effect of the non-market value of the Olympic Games is the main reason for the host city residents to support the joint bid of the Yangtze River Delta region for the Olympic Games;emotional intelligence identification and sports involvement are the most important influencing factors,and the influence of the city's event arrangement can not be ignored as well.It is recommended to take multiple measures to expand the positive effects of the non-market value of the Olympic Games and enhance the support of residents for the Olympic Games bid through multiple paths.