A willingness to pay study of heritage interpretation : a case study of the historic city of Ayutthaya 

In general, the contingent valuation studies applied to the valuation of cultural heritage sites are usually carried out for the purpose of physical conservation. However, to conserve the heritage site sustainably, heritage interpretation is one of the main factors that cannot be neglected. As a result, this study was conducted to elicit the value of the restoration and improvement of heritage interpretation (information board, exhibits, booklets, pamphlets, tourist guide services, etc.) with the selection of the Historic City of Ayutthay…