Assessing the willingness-to-pay and willingness-to-experience determinants of intangible cultural heritage

The main objective of this study is to investigate the factors influence on visitors’ willingness to experience ICH and that of payment for ICH. More specifically, this study aims to (1) identify the determinants which impact on willingness to experience of and pay for ICH and (2) to compare the significance of determinants. Through the Exploratory Factor Analysis (EFA) and multiple regression analysis, this study found that visitors’ cultural identity, interests in ICH, awareness of ICH management, and agree with transformation elements, significantly contribute to visitor willingness to experience ICH. Moreover, the perceived status of current ICH management significantly affects visitors’ willingness to pay for ICH experiences. The result of this study will be useful in understandings and facilitating visitors willingness to experience and payment for ICH.