Valuing cultural heritage: a PRISMA review of choice experiment studies

Protection of cultural heritage based on sound research results serves communities and supports the achievement of Sustainable Development Goal 11 (SDG 11). The Choice Experiment (CE) technique has been used in many studies to elicit consumer preferences and Willingness to Pay (WTP) for heritage protection. This study systematically reviews choice experiment (CE) research on cultural heritage to identify implications for heritage management. Following Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, this review identifyed 23 articles on this subject published between 2003 and 2024 that used the CE method to assess consumer preferences for cultural heritage. Visitors place a high significance on the intrinsic value of cultural heritage, followed by the protection of physical heritage and the provision of basic services. Still, congestion, excessive promotion, and children’s recreational facilities lead to a decline in visitors’ welfare. To improve, architectural sites can invest in experiential courses and create a positive learning environment; historical buildings can enhance their narrative of intrinsic value by telling stories; and museums are encouraged to equip themselves with new digital technologies to provide information. Research gaps appear in the digital preservation, indigenous sovereignty, and contemporary heritage sites. Thus, future studies should cover more heritage categories with a broader geographical scope, covering Asia and other regions. This research contributes to the practical application of cultural heritage valuation in management, guiding future studies.