Preserving the culture of jeju haenyeo (Women divers) as a sustainable tourism resource

The culture of Jeju Haenyeo, the women free divers of Jeju Island, is inscribed on United Nations Educational, Scientific and Cultural Organization (UNESCO)’s Intangible Cultural Heritage list; however, it is proving difficult to maintain this status because, in the absence of conservation measures, the number of Haenyeo is decreasing. Therefore, the purpose of this study was to use contingent valuation to determine the economic value of preserving Jeju Haenyeo culture, which derives from visitor entrance fees, with the aim of justifying the preservation of this and other such intangible cultural resources. Despite its methodological advantage of allowing estimation of the value of non-market goods, the contingent valuation method (CVM) has been criticized because the hypothetical nature of the conditions can cause overestimation. To overcome that limitation, the respondents in this study reported their willingness to pay (WTP), and their responses were repeatedly confirmed to ensure their sincerity. The CVM estimate of the preservation value of Jeju Haenyeo culture was 17,308 South Korean Won. The results of this study serve as referential data on the value of cultural heritages and the need to preserve and utilize these resources.