Residents' willingness to pay for heritage conservation: Insight from a discrete choice experiment

Abstract

This study examines the willingness to pay (WTP) of 488 Quanzhou residents for the conser-vation of World Heritage Sites (WHS) using a discrete choice experiment (DCE) and a mixed logit (MXL) model. The results indicate that residents are willing to pay CNY 19.35 per month for high-level community well-being improvements, CNY 25.83 for high cultural en-gagement, and CNY 20.60 for job creation related to tourism. In contrast, the WTP for direct heritage preservation is lower, with CNY 8.17 for high-level preservation. These ϕιndings high-light a preference for enhancing community infrastructure and cultural activities over direct conservation efforts. The research not only provides valuable insights for enhancing local par-ticipation in Quanzhou but also serves as a reference for government. By analyzing the WTP, governments and cultural organizations can develop targeted initiatives that foster civic en-gagement and public support for decision-making, thereby advancing democratic governance. This study deepens the understanding of the relationship between community involvement and heritage conservation and informs more effective policies that align local interests with sustainable cultural preservation.

Keywords

discrete choice experiment / World Heritage Sites / willingness to pay / community involvement / sustainable cultural preservation

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