2011 Volume 34 Issue 3 Pages 90-98
We conducted a CVM survey of citizens to estimate the social benefits of theatrical activity, based on the case of the Hyogo Cultural Center, Hyogo Prefecture, Japan, which opened in 2005. The total willingness-to-pay (TWTP) of the citizens of Hyogo Prefecture is estimated to be at least 5.6 billion yen annually, which far exceeds the present annual budget allocated by the prefectural government to the Center. Non-use values such as bequest value, vicarious value and prestige value are reflected by the WTP. WTP is correlated with age, gender (male) and income, as well as the number of visits to the Center. Roughly one fifth of the citizens have WTP. It would be desirable to establish a scheme to invite those who have large WTP to contribute to the support of the Center's activities
