The Valuation of Heritage Interpretation for Conservation and Sustainable Tourism: A Case Study of the Historic City of Ayutthaya

A groundbreaking contingent valuation study of the UNESCO-listed Historic City of Ayutthaya reveals that visitors are willing to pay up to 422.44 Baht per day for heritage interpretation programs aimed at restoring and improving fifteen historic sites, with significant value also attributed to smaller-scale restoration efforts (137.44 Baht). Contrary to expectations, the study found no evidence of distance decay—a phenomenon where willingness to pay decreases with travel distance—challenging long-held assumptions in tourism economics. It also validated the scope test and ruled out anchoring bias statistically, underscoring the robustness of its methodology. The research highlights heritage interpretation as a critical tool for sustainable conservation and tourism, using one-day package entrance fees to align incentives effectively.

Wiroj Lakkhanaadisorn. (2014). The Valuation of Heritage Interpretation for Conservation and Sustainable Tourism: A Case Study of the Historic City of Ayutthaya. 2, 54, NIDA Development Journal. https://doi.org/10.14456/NDJ.2014.20