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June 6, 2026Open Access

Economic and preference mapping for sustainable heritage tourism: A contingent valuation method and Tree Viewers Approach

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Authors

EGE GravitianiSebelas Maret UniversityARAinina RatnadewatiSebelas Maret UniversityAJA H JuwitaSebelas Maret University

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Implication

Randomized trial estimates willingness to pay for cultural heritage in tourists, indicating implications for preservation strategies.

Key Points

  • This study aims to estimate the willingness to pay for sustainable cultural heritage preservation and to map visitor preferences.
  • Used contingent valuation method (CVM) to assess willingness to pay (WTP) for conservation fees at Borobudur Temple.
  • Analyzed data from 1,014 domestic tourists using linear regression and decision trees for preference mapping.
  • Identified key demographic factors influencing WTP, including income, education, and knowledge of sustainable heritage.
  • 71.4% of tourists are willing to pay an additional conservation fee, with an average WTP of IDR 19,965.45.
  • Higher overall travel costs significantly decrease WTP, while higher income and education levels increase it.
  • Preference mapping indicates that historical value, cleanliness, educational value, and site preservation drive visitor contributions.

Cite This Study

Gravitiani et al. (2026) studied this question.

synapsesocial.com/papers/6a23bcab71a5da9775e77c7dhttps://doi.org/10.37868/hsd.v8i1.1567
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Also Consider

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  1. 1Contingent Valuation and Mosaic Display Analysis: How Role Circular Economy for Kiosk Seller? Evidence: Borobudur Temple Area, Indonesia2024
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  4. 4Willingness to Pay for Recreational Benefits in Sagada, Philippines: A Contingent Valuation Study2012
  5. 5Valuing Ecosystem Services in a UNESCO Global Geopark: Spatial Assessment of Tourists’ Willingness to Pay for Biodiversity Conservation in Ciletuh, Indonesia2025