Survey of Residents of Historic Cities Willingness to Pay for a Cultural Heritage Conservation Project: The Contribution of Heritage Awareness

Abstract

The adaptive reuse of cultural heritage (ARCH) is an innovative, sustainable approach to architectural heritage conservation; however, current research on the subject lacks public awareness surveys from the bottom-up, and the non-use value of ARCH buildings has not been clarified. We investigated the willingness to pay for ARCH among 1460 residents of the Nara Prefecture using a contingent valuation method and clarified the factors affecting the willingness to pay through an ordered logistic regression model. The results of this study showed that 75.1% of the respondents were willing to pay for ARCH projects, which were valued at JPY 6036.13 (USD 41.15) per person per year excluding zero payments and JPY 4531.23 (USD 30.89), including zero payments. In addition, residents’ attitudes toward ARCH and heritage awareness positively influenced both the willingness to pay and its magnitude, while the degree of place attachment was a positive predictor of willingness to pay. This study demonstrates the role of public participation in cultural heritage conservation, emphasizes the importance of heritage awareness, and provides a reference point for policy makers in promoting public participation in ARCH buildings, which contributes to the implementation of a recycling approach to heritage conservation in a sustainable context.