Economic and preference mapping for sustainable heritage tourism: A contingent valuation method and Tree Viewers Approach

Abstract

This study uses the contingent valuation method (CVM) to estimate visitors' willingness to pay (WTP) for sustainable cultural heritage preservation at Borobudur Temple, while mapping sustainability preferences using Orange Data Mining decision trees. Data from 1,014 domestic tourists reveals that 71.4% are willing to pay an additional conservation fee, with an average WTP of IDR 19,965.45. Linear regression analysis shows that overall travel costs significantly decrease WTP. Conversely, higher income, higher education, and greater knowledge of sustainable heritage significantly increase it. Demographically, female and higher-income visitors demonstrate a higher WTP, whereas married visitors exhibit a lower WTP. Preference mapping identifies historical value, cleanliness, educational value, and site preservation as the primary drivers of visitor contributions. These findings demonstrate that integrating economic valuation with behavioral insights can optimize sustainable tourism management. Ultimately, enhancing visitor awareness through on-site education can simultaneously advance heritage conservation goals and increase preservation revenue.