Analysing People’s Willingness to Pay (WTP) for Museum Tickets and how that Varies by Added Services (such as AR, VR and Guided Tours)

Author(s)	Nguyen Dinh Minh Dung
Country	India
Abstract	This study provides a systematic synthesis of theoretical and empirical approaches to WTP, with special emphasis on price–quality heuristics, cultural and social group contexts, and promotional effects. It reviews both classic experimental research and contemporary applications in tourism and heritage management to highlight how WTP is constructed across utilitarian and experiential domains. Special attention is given to methodological approaches, such as contingent valuation, discrete choice experiments and conjoint-based techniques, which allow managers and policymakers to capture consumers’ implicit trade-offs between price, quality and cultural value. The findings underscore that WTP is not merely a static economic measure. It is a dynamic construct that is shaped by psychological cues, cultural expectations and policy interventions.
Keywords	Willingness-to-pay; Pricing; Price-quality heuristics; Tourism; Promotional effects; Psychological cues; Customers trade-off; “Pay As You Stay”; Cultural heritage; Policy interventions; Virtual Reality; Augmented Reality; Added services; Government Support
Field	Sociology > Economics
Published In	Volume 7, Issue 5, September-October 2025
Published On	2025-10-22
DOI	https://doi.org/10.36948/ijfmr.2025.v07i05.57838

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