Willingness to Pay in World Heritage Sites: A Contingent Valuation Method at Red Fort Complex, New Delhi

A study at the Red Fort Complex identifies three distinct bands of willingness to pay (WTP) among tourists, offering a flexible pricing model that accommodates diverse socio-economic backgrounds. Using contingent valuation method (CVM), researchers analyzed data from 385 tourists through multiple regression analysis to assess the relationship between WTP and various factors. The findings suggest a framework for enhancing services and facilities at the site while promoting economic sustainability. This approach provides valuable insights into pricing strategies for UNESCO World Heritage Sites, balancing accessibility with financial viability.

Danish, M. (2020). “Willingness to Pay in World Heritage Sites: A Contingent Valuation Method at Red Fort Complex, New Delhi”. International Journal of Leisure and Tourism Marketing, 7(1), 1. https://doi.org/10.1504/ijltm.2020.10034599