Estimation of the Non-market Value Generated by 2009 Shanghai ATP Masters 1000 : A Case Study of the Value of Civic Pride

Non-market values are main representation of the social influence of holding sports events. At present, the Contingent Valuation Method is the most extensive and developed valuation method for the non-market values of sports events. The case analysis of the civic pride valuation is carried out with the Contingent Valuation Method for the 2009 Shanghai ATP Masters 1000.The results indicate that several factors have influence on the civic pride and WTP for the 2009 Shanghai ATP Masters 1000, including gender, education qualification, annual family income, aggregative indicator of product of annual family income and education qualification, and the average WTP value for the 2009 Shanghai ATP Masters 1000 is 24.2 Yuan; and then the civic pride valuation for this sports event is between 84,157,900 Yuan and 337 million Yuan.