Exploring the value of coastal heritage to different sectors of society using discrete choice experiments

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The project will assess the value of maritime and coastal heritage, in a location to be chosen by the student, using a discrete choice experiment (DCE) approach. By using the survey-based DCE approach to valuation, the project will be able to capture intangible, non-use values of the conservation of coastal heritage sites that go beyond narrow notions of economic value of heritage sites (e.g. tourism revenue or employment effects). The valuation study will explore values for coastal heritage sites held by different user groups (e.g. locals and tourists). While economic valuation is at the heart of this project, the use of focus groups, interviews and surveys within this approach allows for a deeper exploration of the factors that shape people's relationships with coastal heritage. The project will use state-of-the-art methods to analyse DCE data, which allows to examine the relationships between (economic) values for coastal heritage and concepts such as social and contested values or place identity. In addition to non-use values of heritage sites, DCEs also assess preferences for characteristics of heritage site conservation outcomes. The project will be jointly supervised by the Economics Division at the University of Stirling, the School of History, Classics and Archaeology, University of Edinburgh and Historic England (HE). The collaboration with HE increases the project's potential impact because the valuation study will support HE's role in promoting Heritage Action Zones and reviving Historic High Streets in coastal places. By providing (economic) values of the non-use aspects of coastal heritage conservation and by advancing the use of survey-based valuation methods, the expected results of this project will support HE's long-term agenda of developing a cultural heritage capital approach. This approach would account for use and non-use values of cultural heritage conservation in national accounting, as well as coastal and marine planning.