Residents' willingness to pay for heritage conservation: Insight from a discrete choice experiment

This study examines the willingness to pay (WTP) of 488 Quanzhou residents for the conservation of World Heritage Sites (WHS) using a discrete choice experiment (DCE) and a mixed logit (MXL) model. The results indicate that residents are willing to pay CNY 19.35 per month for high-level community well-being improvements, CNY 25.83 for high cultural engagement, and CNY 20.60 for job creation related to tourism. In contrast, the WTP for direct heritage preservation is lower, with CNY 8.17 for high-level preservation. These findings highlight a preference for enhancing community infrastructure and cultural activities over direct conservation efforts. The research not only provides valuable insights for enhancing local participation in Quanzhou but also serves as a reference for government. By analyzing the WTP, governments and cultural organizations can develop targeted initiatives that foster civic engagement and public support for decision-making, thereby advancing democratic governance. This study deepens the understanding of the relationship between community involvement and heritage conservation and informs more effective policies that align local interests with sustainable cultural preservation.