Effects of knowledge and perceived image on willingness-to-pay for access to world cultural heritage sites in Korea: using the dual coding theory of learning

Jihee Kim, Youngjoon Choi, Won Seok Lee

Research output: Contribution to journalArticlepeer-review

Abstract

By building upon the dual coding theory of learning, this study aims to investigate the combined effects of perceived image and knowledge about world cultural heritage sites in Korea on willingness-to-pay an entrance fee. To do so, a 2 (image: absence vs. presence) x 2 (knowledge: absence vs. presence) experiment was conducted. Then, contingent valuation method (CVM) was used to estimate and compare tourists’ willingness-to-pay among four experimental conditions. The findings revealed that levels of perceived image and knowledge vary depending on experimental treatments, which substantially contribute to an increase in their payment intention for an entrance fee.

Original languageEnglish
Pages (from-to)777-789
Number of pages13
JournalAsia Pacific Journal of Tourism Research
Volume28
Issue number8
DOIs
StatePublished - 2023

Bibliographical note

Publisher Copyright:
© 2023 Asia Pacific Tourism Association.

Keywords

  • contingent valuation method
  • dual coding theory
  • Image
  • knowledge
  • willingness-to-pay
  • world heritage site

Fingerprint

Dive into the research topics of 'Effects of knowledge and perceived image on willingness-to-pay for access to world cultural heritage sites in Korea: using the dual coding theory of learning'. Together they form a unique fingerprint.

Cite this