ECONOMICS UNIQUENESS

MAPPING HERITAGE ECONOMICS FOR SPATIAL ANALYSIS ■ 253
the existence of the heritage), or bequest values (i.e., the value of passing
inherited heritage to future generations). Mapping economic non-use values
can be summarized by asking “the right question on the right heritage
items to the right people.” Values are measured through multiple techniques,
either revealed preference methods (e.g., impact analysis, hedonic price,
travel cost) or stated preference methods (e.g., contingent valuation, choice
modeling).
One of the most popular methods for measuring stated preferences is
the contingent valuation method, which aims to estimate residents’ willingness
to pay for the conservation of the heritage (J. Paul Getty Trust 2000,
74–76). Mapping the preferences requires that the survey specify some spatial
attributes in the questionnaire.
Th e mapping of the results could be two-fold:
1. Preferences (hence, non-use values) are geo-referenced on maps; respondents’
preferences are shown according to their place of residence. Map 9.1A
shows a fi ctional example based on fi ve samples of residents covering diff erent
neighborhoods in a city. People are asked to express their willingness to pay
for the conservation of a monument in the city. Th e color-coded map shows
diff erences between willingness to pay. It helps to identify awareness of, and
concern for, the same heritage item among the inhabitants.
2. Preferences are displayed on maps in terms of the heritage being surveyed.
Map 9.1B shows a fi ctional example where willingness to pay is asked for three
monuments. A color-coded map visualizes the discrepancy of willingness to
pay between several heritage items (darker tones = higher values). A similar
survey could be conducted among a sample of tourists or visitors, and results
could be mapped similarly.
Alternative measures for non-use values are made by the use of surrogate markets,
revealing people’s preferences, and can be described as follows:
• Hedonic pricing method aims to estimate non-use values as a quality-adjusted
price or an implicit price. If people consider a heritage building as having
twice the quality of regular houses, then the hedonic price must be twice the
actual real estate price. Th e hedonic price is based on attributes that can be
located specifi cally. Mapping non-use values with the hedonic price method
involves selecting the buildings (or the parcels) with attributes (e.g., prestigious
location, proximity to a monument, specifi c signifi cance or authenticity)
and showing non-use values by identifying the parcels where hedonic
prices diff er from the actual estate value.
• Travel cost method uses the cost incurred by individuals for traveling to the
city as implicit price. Th is method is rather applied to non-resident visitors
on a regional scale. Color-coded maps indicate the accessibility to the city,