Valutazione microeconomica multi-attributo e schemi di analisi choice experiments. Un'applicazione ai beni culturali

The paper presents the results of a choice experiment carried out on the visitors of the Galleria Borghese Museum in Rome. The main objective of the work is to study the relevancy of choice experiment techniques as a tool aimed at measuring economic values supplied by cultural institutions. A set of alternative incremental changes in service attributes showing improvements in supply are designed and presented to visitors. Willingness to pay for incremental variations concerning site attributes is positive and statistically significant for most changes. Choice experiments result as a practical and effective tool for non-market valuation based on stated preference and a useful instrument to provide information to decision makers and justifying demand led policies.