Estimating the effects of different admission fees on revenues for a mega-event using a contingent valuation method Academic Article uri icon


  • Estimates of the effect of different admission fees on revenues for the Expo 2012 Yeosu mega-event are provided. A national survey was conducted for the Korean population. The results indicate that the revenue-maximizing admission fee is approximately KRW 27,000, with an estimated 14.6 million visitors and KRW 388.3 billion for the best-guess scenario. With an eight million visitor capacity constraint, the admission fee should be KRW 39,000. Implications of admission pricing strategies are provided in the conclusion.

published proceedings


author list (cited authors)

  • Lee, C., Mjelde, J. W., & Kim, T.

citation count

  • 1

complete list of authors

  • Lee, Choong-Ki||Mjelde, James W||Kim, Tae-Kyun

publication date

  • January 2013