How visitors value traditional built environment? Evidence from a contingent valuation survey

Abstract The region of Mani, in Peloponnese, Greece, is a popular tourism destination known for its history and the beauty of its austere, stone-made built environment. In order to examine tourists’ preferences and attitudes towards the local architectural heritage a Contingent Valuation survey was conducted. Practically all respondents believe that the local architecture should be preserved and they vote for a development plan aiming at protecting and promoting local architecture. Furthermore, almost half of the visitors would be willing to voluntary contribute, on average, a lump sum amount of about €75 to maintain the traditional character of Mani. The findings of the survey outline that the traditional architecture is valuable not only in aesthetic, scientific, symbolic, historic or cultural but also in economic terms. The latter could be used in cost-benefit analysis of historic sites by policy and decision makers, and development practitioners wishing to protect the traditional built environment.