Landscape valuation of historical tourism site in Northern Iran: A case study from Sheikh-Zahed Tomb

Abstract In Iran, the importance of landscapes and the need to preserve these unique assets is not particularly recognized especially at tourism and environmental sites. This study investigated the landscape valuation of Sheikh-Zahed Tomb in Northern Iran. The contingent valuation method (CVM), which is based on a survey model, was used to assess visitors’ willingness to pay (WTP) in order to preserve the landscape. The data used in this study were collected though face-to-face interviews with 157 visitors to a historic tomb in the first half of 2019. The results indicate that the average of respondents’ WTP to preserve the landscape was 0.47 $ per year. The annual total economic value (TEV) of the landscape is estimated to be 11 960 782 $. Respondents’ age, monthly income of the respondent’s household, the tomb accessibility, the tomb architectural attraction, and proposed price for the landscape preservation had significant effects on WTP. Proposed empirical model (CVM) provides a comprehensive framework for illustrating landscape valuation of natural heritages and historical tourism sites globally as well as in Iran. Highlights for public administration, management and planning: • The evaluation of landscape values of historical site of Sheikh-Zahed tomb (Iran) for visitors is presented. • Both types of qualitative and quantitative variables affect WTP of visitors for the landscape preservation. • Among the key factors, the accessibility to the landscape affects its value for visitors, and the pristine and original landscape of the tomb is important for visitors.