Implicit prices for longer temporary exhibitions in a heritage site and a test of preference heterogeneity: A segmentation-based approach

This paper examines whether or not people with different characteristics have significantly different nonmarket preferences for longer temporary exhibitions in a cultural heritage site, using a choice modelling study. In order to perform the examination, several methods to calculate confidence intervals (the bootstrap, jackknife, Krinsky and Robb, and Delta methods), and a convolutions approach are adapted. A sample is segmented into relatively homogeneous subgroups according to their sociodemographic or attitudinal characteristics. The results from a case study show that (1) the implicit price for longer exhibitions by one month is AU$5.01 per household; (2) sociodemographic and attitudinal characteristics as segmentation criteria do not cause significantly different implicit prices; and (3) different methods of testing the relationship between mean WTP estimates did not lead to different conclusions.