The contingent valuation method (CVM) is used to estimate the willingness to pay (WTP) to keep a football club in a city in Spain (R. C. Deportivo de A Coruña). The authors pay attention to the distinction between genuine and protest zeros in the answer to an open-ended question. The authors propose the use of a Double Hurdle model where the information in the questionnaire for identifying the zeros is not used. The estimated nonuse value represents more than 81% of the total value. Nevertheless, when aggregating the sample estimates to population figures, the WTP is far below the amount of money of some potential decisions of the public authorities.
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