While drinking beer is an important component of sports event tourists’ ceremonial behaviors, there is surprisingly limited information regarding what features of beer service offerings at professional sporting events are most preferred. Using a sample of sports event tourists attending South Korean professional baseball games, the main purpose of this study is to provide an opportunity for improved knowledge regarding how spectators show their willingness to pay for in-stadium beer services. Applying a discrete choice experiment, we also intend to identify spectators’ heterogeneous preference systems, which vary depending on their levels of everyday alcohol use. Results suggest that respondents place great importance on serving temperatures and waiting time in line for purchasing beer at concession stands. The two drinker groups segmented based on the Alcohol Use Disorders Identification Test scores show different tastes for beer services. Several management implications are discussed to improve in-stadium entertainment and prevent alcohol-fueled misbehaviors.

虽然喝啤酒是体育赛事游客的礼仪行为的重要组成部分，但令人惊讶的是，关于在专业体育赛事中啤酒服务产品的哪些功能最受青睐的信息有限。通过使用参加韩国职业棒球比赛的体育赛事游客的样本，本研究的主要目的是提供一个机会，使人们可以更好地了解观众如何表现出愿意为体育馆内啤酒服务付费的知识。应用离散选择实验，我们还打算确定观众的异类偏好系统，该系统根据他们每天的饮酒水平而变化。结果表明，受访者非常重视在特许摊位购买啤酒的温度和等待时间。根据“酒精使用障碍识别测试”分数划分的两个饮酒者群体显示出啤酒服务的不同口味。讨论了一些管理方面的建议，以改善体育场内娱乐性并防止酒精引起的不良行为。