Tourists’ Attitude Towards Cultural Heritage and their Willingness to Pay to Visit: a Case Study of Lahore, Pakistan

Over 75% of tourists visiting Lahore's cultural heritage sites, including the Badshahi Mosque and Shalamar Gardens, express willingness to pay for admission while maintaining a positive attitude towards preservation. This study identifies key factors influencing their willingness to pay (WTP), revealing that higher income positively correlates with WTP, whereas total visit costs and environmental concerns negatively impact it. Using the contingent valuation method (CVM) with binary regression and ordinary least squares models on data from 200 tourists, researchers highlight tourism's economic potential while emphasizing the need for sustainable practices to enhance visitor experiences and heritage conservation.

Mahboob, M. H., Ashfaq, M., Khan, R. A., Kamal, Y., & Humayon, A. A. (2021). Tourists’ Attitude Towards Cultural Heritage and their Willingness to Pay to Visit: a Case Study of Lahore, Pakistan. Conservation Science in Cultural Heritage, Vol. 20 (2020). https://doi.org/10.6092/ISSN.1973-9494/12794