Pricing Participant Sport: The Pricing Development Process in Long-Distance Running Events

Abstract

The current research investigates pricing practices and consumer behavior in long-distance running events. Two studies address (1) current practices in pricing and registration policies for long-distance running events, and (2) factors that influence the decision-making process by which event organizers develop, adopt, and implement particular pricing policies. Study One involves a descriptive census of policies currently in use for a comprehensive list of running events in the United States that include races at the full or half marathon distance. Study Two adopts a multi-case study approach based on semi-structured interviews of running event organizers, supplemented by additional organizational documents, to investigate the pricing and registration policy development process. Collectively, these two studies examine the what, the why, and the how of pricing policy development in long-distance running events. Based on study findings, a conceptual model was developed incorporating major sources of influence (organizational, consumer, environmental, and event) on the pricing policy development process. This research contributes to sport management by providing deeper understanding of how participant sport, specifically long-distance running events, is priced and how pricing decisions influence consumer behaviors. Results additionally provide practical insight for running event organizers seeking to improve or enhance pricing policies and revenue management by understanding both common and atypical practices in use throughout the running event industry. Finally the current research lays a foundation for a stream of future research building on findings from two studies and data generated in the process of addressing the overarching research questions.