Tourist’s Attitude Towards Cultural Heritage and Their Willingness to Pay for Visitation; A Case Study of Lahore-Pakistan

Tourists’ interest traveling to Lahore (Badshahi mosque & Royal fort) have been increased after worst terrorism situation in Pakistan and expected to continue. Despite this fact, very little facts are known about individual's attitude towards cultural heritage. This study makes a tour on factors which encouraged tourists to visit cultural heritage sites (pre-post visit) and also identify variables that help to estimate their willingness to pay (WTP) for cultural heritage sites. Data of 200 tourists were collected through well pre paired questionnaire and this data were used in the final analysis. The most useful technique contingent valuation method (CVM) with dichotomous choice question was used to estimate the WTP. Two models were used in the estimation of WTP binary regression and ordinary least square (OLS). The findings acknowledged that tourists were interested to get good memories, experience and knowledge through this visit; more than 75% tourists were WTP for cultural heritage due to their positive attitude and would prefer to visit again these destinations. Tourist’s income was positive and significant determinant factor of WTP, total cost and environmental concern were negatively related with WTP. Findings of this study recommended practical implications for authorities.