Comparing willingness-to-pay between residents and non-residents using a contingent valuation method: case of the Grand Canal in China

Shuyun Ji, Youngjoon Choi, Choong Ki Lee, James W. Mjelde

Research output: Journal article publicationJournal articleAcademic researchpeer-review

16 Citations (Scopus)


Cultural heritage is important in sustaining community identity and boosting local economies via tourism. Stakeholder theories suggest that residents and non-residents may have different perspectives on the values and meanings attached to cultural heritage. Focusing on the Grand Canal in China, designated as World Heritage Site in 2014, this study aims to estimate and compare residents and non-residents’ willingness-to-pay (WTP) for the preservation of the Canal. A field survey of tourists visiting the Grand Canal was conducted between 12 April and 2 May 2015. Logit models were estimated to compare factors influencing WTP between residents and non-residents. Similarities and differences between residents and non-residents were found. Main differences were the effect of place identity and revisit intention differed between residents and non-residents. WTPs for the preservation of the Canal were larger for residents than that for non-residents.
Original languageEnglish
Pages (from-to)79-91
Number of pages13
JournalAsia Pacific Journal of Tourism Research
Issue number1
Publication statusPublished - 2 Jan 2018


  • cultural heritage
  • Preservation value
  • residence
  • the Grand Canal
  • willingness-to-pay

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management

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