Abstract

The contingent valuation method represent an effective attempt at introducing a common technical language among the heterogeneous analysis dealing with the cultural sector. Each choice adopted with reference to cultural heritage and to the arts is part of a dilemma where a trade-off exists between projects aimed at urban and economic growth and the conservation or promotion of culture. The main problem is the identification of appropriate prices for immaterial goods: in such a respect, the contingent valuation method can properly express the level and the value of the collective demand for cultural heritage, since it extracts the whole value (including the «non-use» value) attributed by each consumer to such goods. The paper argues that the contingent valuation method is much simpler and more complete than alternative techniques such as the non-market valuations; it lists the limits and constraints of the CVM, and provides the reader with a synopsis of many analyses carried out upon issues pertaining the conservation and promotion of cultural heritage.