Quantitative methods for the economic valuation of a cultural tourism destination: case study of the Pisa Charterhouse
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Quantitative methods for the economic valuation of a cultural tourism destination: case study of the Pisa Charterhouse Benedetta Parenti1 · Salvatore Capasso2 · Salvatore Ercolano3 · Giuseppe Lucio Gaeta4 · Patrizia Lattarulo5
© Springer Nature B.V. 2019
Abstract This paper aims to provide an economic valuation of the Pisa Charterhouse, a renowned monastic complex built in the fourteenth century, located in the Tuscany region of central Italy. Quantitative analysis offers an estimate of the use value of the good that is obtained through the application of the Travel Cost method and by relying on original survey data collected in 2017 by interviewing a sample of Charterhouse Museum visitors. Keywords Cultural heritage · Economic valuation · Non-market valuation · Travel cost methods · Cultural tourism
* Benedetta Parenti [email protected] Salvatore Capasso [email protected] Salvatore Ercolano [email protected] Giuseppe Lucio Gaeta [email protected] Patrizia Lattarulo [email protected] 1
Department of the European and Mediterranean Cultures (DiCEM), University of Basilicata, via Lanera, 20, 75100 Matera, Italy
2
Institute of Studies on Mediterranean Society, Italian National Research Council, Via Guglielmo Sanfelice, 8, 80134 Naples, Italy
3
Department of Mathematics, Computer Science, and Economics (DiMIE), University of Basilicata, via Nazario Sauro 85, 85100 Potenza, Italy
4
Department of Human and Social Sciences, University of Naples L’Orientale, Largo San Giovanni Maggiore, 30, 80134 Naples, Italy
5
IRPET - Istituto Regionale Programmazione Economica Toscana, Via Pietro Dazzi, 1, 50141 Florence, Italy
13
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B. Parenti et al.
1 Introduction Since cultural heritage shows the features of public good (Navrud and Ready 2003) and merit good (Musgrave 1959) and produces significant externalities on local economies (Bowitz and Ibenholt 2009; Tweed and Sutherland 2007), public intervention is needed to finance its protection and valorisation. The ex-ante economic valuation of these interventions allows to compare alternative investments in cultural heritage or to compare investments in cultural heritage with those in other fields (Frey 1997). Such a valuation, in turn, requires a correct and realistic estimate of the benefits determined by cultural heritage, which is not always straightforward since one has to face “the inexistence of significant markets that express (its) value in terms of real prices” (Bedate et al. 2004: 110). This paper contributes to the literature on the economic valuation of cultural heritage by providing an empirical exercise that aims to measure the benefits perceived by visitors of a renowned Italian destination of cultural tourism, the Pisa Charterhouse, which is located in the small town of Calci in the Tuscany region. This case study is particularly interesting because cultural attractors represent a valuable asset of the Tuscany region of Italy; according to the 2015 data, it receives more than 12,000,000 tourist arrivals
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