Estimating the preservation value of the Fujian Tulou as a World Cultural Heritage Site using dichotomous choice-contingent valuation method

Researchers estimated the preservation value of Fujian Tulou, a UNESCO World Cultural Heritage Site, using the dichotomous choice-contingent valuation method (DC-CVM). The study found that Fujian residents' willingness to pay for Tulou conservation ranged from 96.83 to 256.36 yuan annually per capita, depending on the scenario presented. Key influencing factors included bid amount, cultural values, patriotism, support, age, marital status, and monthly income. The total estimated annual preservation value for Fujian Tulou was approximately 4 billion yuan (776 billion won), considering the province's population in 2020. This study highlights the importance of using real scenarios to minimize hypothetical bias and suggests that truncated mean values are preferable to avoid overestimating conservation value.

Kong, Y.-Q., & Lee, C.-K. (2023). Estimating the preservation value of the Fujian Tulou as a World Cultural Heritage Site using dichotomous choice-contingent valuation method. International Journal of Tourism and Hospitality Research, 37(2), 5–17. https://doi.org/10.21298/ijthr.2023.2.37.2.5