올림픽 금메달의 비시장 가치

In recent days, a growing nationwide enthusiasm of sports has led to increasingly call for proper consideration of these potential and invisible impacts such that winning the Olympic medal makes people have a national pride and community sprite and contributes to enhancing national glory. This paper attempts to apply a conjoint analysis to quantifying the non-market value of golden medal in Olympic summer games and Olympic winter games. The annual non-market values of golden medal in summer games and in winter games are 4,471 Korean won and 3,832 Korean won per household, respectively. The quantitative result provided in this study can be usefully employed in policy-making process related to elite sports. Especially, it provides a methodological framework to estimate benefit for various alternatives in advance.