Willingness to pay in world heritage sites: a contingent valuation method at Red Fort Complex, New Delhi

A study at the Red Fort Complex reveals that tourists' willingness to pay (WTP) for entry can be effectively assessed using the contingent valuation method (CVM), providing a framework for economic sustainability and service enhancement. The research analyzed data from 385 tourists, employing multiple regression analysis to establish relationships between WTP and various independent variables. Findings suggest three distinct bands of WTP—lowest, middle, and highest—which account for diverse socio-economic strata, offering a flexible 'one-time payment' option. This approach not only aids in pricing entrance fees but also guides the augmentation of facilities at heritage sites, ensuring economic viability without compromising accessibility.

Danish, M. (2021). 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(2), 88. https://doi.org/10.1504/ijltm.2021.113886