The literature largely advocates for community participation in heritage tourism planning but there is little empirical evidence on the effectiveness of participatory management and its contribution to heritage. This study adopts an experimental approach to conduct a ceteris paribus comparison between participatory and non-participatory decision-making. The analysis relies on behavioural data on choices, deliberation and conflict studied in the context of a controlled collaborative environment. The findings provide important insights in favour of participation, offering support to previous conjectures. First, choices and deliberation between participatory and non-participatory groups exhibit no statistically significant differences, suggesting that community participation can be (equally?) as effective as (with) top-down decision-making. Second, participatory groups are more susceptible to conflict, which is nonetheless constructive rather than destructive, leading to more pro-heritage choices.Further, in participatory groups, we find positive correlations between proheritage preferences and deliberation, suggesting that the latter benefits heritage investment decisions. These findings have important implications, arguing for collaborative approaches to heritage tourism planning and less institutional anxiety towards conflict.