Analysing People's Willingness to Pay (WTP) for Museum Tickets and how that Varies by Added Services (such as AR, VR and Guided Tours)

This study provides a systematic synthesis of theoretical and empirical approaches to willingness to pay (WTP), with special emphasis on price-quality heuristics, cultural and social group contexts, and promotional effects. It reviews both classic experimental research and contemporary applications in tourism and heritage management to highlight how WTP is constructed across utilitarian and experiential domains. Special attention is given to methodological approaches such as contingent valuation, discrete choice experiments and conjoint-based techniques, which allow managers and policymakers to capture consumers' implicit trade-offs between price, quality and cultural value. The findings underscore that WTP is not merely a static economic measure — it is a dynamic construct shaped by psychological cues, cultural expectations and policy interventions. Survey data from 63 respondents visiting the Temple of Literature and the Vietnam Military History Museum in Hanoi reveal that visitors are largely insensitive to moderate ticket price changes and demonstrate strong openness to paying for AR/VR experiences.