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Espinosa Casero, Fátima Herrero Prieto, Luis César 2025-12-01T06:59:56Z 2025-12-01T06:59:56Z 2025 Journal of Cultural Economics, 2025. 0885-2545 https://uvadoc.uva.es/handle/10324/80180 10.1007/s10824-025-09560-2 Journal of Cultural Economics 1573-6997 Producción Científica Economic valuation studies of cultural goods have a long history and have gained renewed interest in recent years. This paper poses a methodological challenge as the use of alternative scales to monetary ranges for the valuation of cultural heritage. A renowned archaeological site is taken as a case study, and its use value is estimated through the travel cost method (monetary value) and time spent visiting the site (non-monetary scale). According to consumption theory, we find an inverse relationship between the two scales and the intensity of demand. While the monetary approach mainly reflects the cost of accessing the good—ceteris paribus the preferences—the time spent approach shows that those who invest more time in the visit are fanatics, enthusiasts, dazzled youth, and educated adults. These results provide more efficient policy implications in the field of cultural management and price-marking for museums and cultural heritage institutions. Universidad de Valladolid / Banco Santander: contrato predoctoral UVa de Fátima Espinosa Casero Open access funding provided by FEDER European Funds and the Junta de Castilla y León under the Research and Innovation Strategy for Smart Specialization (RIS3) of Castilla y León 2021-2027. application/pdf eng Springer Nature info:eu-repo/semantics/openAccess http://creativecommons.org/licenses/by/4.0/ © 2025 The Author(s) Atribución 4.0 Internacional Valoración no de mercado Patrimonio arqueológico Método del coste del viaje Escala del tiempo empleado 5307.19 Teoría del Bienestar 5307.15 Teoría Microeconómica Valuing cultural heritage through non-monetary scales: a comparison info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion https://link.springer.com/article/10.1007/s10824-025-09560-2 SI