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Can People Value the Aesthetic and Use Services of Urban Sites? Evidence from a Survey of Belfast Residents SummaryThis study explores the potential of conjoint choice analysis for planning decisions in urban sites. We elicit people's preferences for regeneration projects that change the aesthetic and use character of specified urban sites. We focus on two sets of regeneration projects. The first set entails hypothetical transformations of an actual square with an important cultural and historical dimension. The other set of projects consists of hypothetical transformations of an abstract square. Each regeneration project is defined by aesthetic and use attributes. Our results suggest that people behaved in a way that is consistent with the Random Utility Model for the abstract square, and that there are both similarities and differences between preferences for the actual and the abstract square.
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IntroductionWhen planning decisions have to be made about urban areas, and about projects for the regeneration and reuse of existing sites and public spaces in urban areas, economists would suggest that at least some consideration be given to the costs and the benefits associated with these projects.It is, however, sometimes difficult to compute the monetary benefits of urban regeneratio n and restoration projects, because many of the services that they provide to the public -including aesthetic quality, comfort, sense of neighborhood identity, town character, preservation of cultural and historical heritage, access to outdoor space-are non-market goods. Lacking markets where these services are traded, economists have devised a number of methods to place a monetary value on them.Contingent valuation is one such method. The contingent valuation approach (see Mitchell and Carson, 1989) surveys individuals, asking them directly to report their willingness to pay (WTP) for a specified (change in the provision of a) public or private good. Conjoint analysis is a variant of contingent valuation where respondents are asked to rate, rank, or choos e between hypothetical public programs or commodities described by a set of attributes (see Hanley et al. 2001). Respondents trade off the attributes of the programs or goods, one of which is usually its cost to the respondent. Recent high-quality valuation efforts based ...