Authors: Thea Vinnicombe
Abstract: The contingent valuation method (CVM) enables researchers to capture non-market values across many disciplines. In the context of sustainable tourism, CVM can be used, for example, to quantify the costs of congestion and the benefits of special events. CVM has been developed and refined over many years in developed western countries, but some aspects of the methodology are not readily transferred to differing socio-political environments. This study examines minimizing payment vehicle bias in a non-western environment through a case study in which the wealth partaking scheme is used as the payment mechanism to value a cultural good in Macau. Findings suggest combining a regionally appropriate payment method with best practices in survey design and implementation produce promising results.
Keywords: contingent valuation; Macau; payment vehicle bias; sustainable tourism