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Economic Valuation of Cultural Heritage: Application of Travel Cost Method to the National Museum and Research Center of Altamira

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Economic Valuation of Cultural Heritage: Application of Travel Cost Method to the National Museum and Research Center of Altamira sustainability Article Economic Valuation of Cultural Heritage: Application of Travel Cost Method to the National Museum and Research Center of Altamira Saúl Torres-Ortega 1,* ID , Rubén Pérez-Álvarez 2 ID , Pedro Díaz-Simal 1 ID , Julio Manuel de Luis-Ruiz 2 and Felipe Piña-García 2 1 Environmental Hydraulics Institute, University of Cantabria, 39011 Santander, Spain; [email protected] 2 Cartographic Engineering and Mining Exploitation R+D+i Group, University of Cantabria, 39316 Torrelavega, Spain; [email protected] (R.P.-Á.); [email protected] (J.M.d.L.-R.); [email protected] (F.P.-G.) * Correspondence: [email protected]; Tel.: +34-942-201616 (ext. 1218) Received: 11 June 2018; Accepted: 19 July 2018; Published: 20 July 2018 Abstract: The economic assessment of non-marketed resources (i.e., cultural heritage) can be developed with stated or revealed preference methods. Travel cost method (TCM) is based on the demand theory and assumes that the demand for a recreational site is inversely related to the travel costs that a certain visitor must face to enjoy it. Its application requires data about the tourist’s origin. This work aims to analyze the economic value of the National Museum and Research Center of Altamira, which was created to research, conserve, and broadcast the Cave of Altamira (UNESCO World Heritage Site since 1985). It includes an accurate replica known as the “Neocave”. Two different TCM approaches have been applied to obtain the demand curve of the museum, which is a powerful tool that helps to assess past and future investments. It has also provided the annual economic value estimate of the National Museum and Research Center of Altamira, which varies between 4.75 and 8.00 million € per year. Keywords: economic valuation; travel cost method; Altamira; Neocave; UNESCO 1. Introduction When managing a cultural resource (i.e., a museum, a heritage asset, a historic venue ... ), it is necessary to know its value in order to give visibility and assist in management decision making. The economic valuation of non-marketed resources (as the previously enlisted) can be developed from two different approaches: stated and revealed preference methods. In the former, individuals are asked to give a value (defined by their willingness to pay, WTP) for the resource. Methodologies such as contingent valuation or choice modelling are applied. Revealed preference methods are based on observed behaviors and indirectly obtained data. These two approaches usually return different estimates, and several studies have tried to find an explainable relationship [1–3]. In 1947, Harold Hotelling proposed a method to link travel costs faced by visitors to a natural area and its economic value, trying to solve an enquiry by the US National Park Authority to assess the economic value of natural heritage. With further development [4,5], travel cost method (TCM) has been widely applied to areas with strong recreational uses (lakes, beaches, forests, etc.). This work aims to assess the economic value of the Museum of Altamira with the application of the TCM. The museum was created to research, broadcast and preserve the Cave of Altamira, which is on a hill in Santillana del Mar (Cantabria, Spain, Figure1), at depths ranging between 3 m and 22 m. Its only known entrance (153 m a.s.l.) has been closed. It is hosted in a Cenomanian limestone succession [6]. Sustainability 2018, 10, 2550; doi:10.3390/su10072550 www.mdpi.com/journal/sustainability Sustainability 2018, 10, 2550 2 of 13 Sustainability 2018, 10, x FOR PEER REVIEW 2 of 13 [6].The The Polychromes Polychromes Chamber Chamber is 60 mis away60 m fromaway the from entrance, the entrance, at a lower at level.a lower The level. cave wasThe generatedcave was generatedby rock falls by and rock gravitational falls and gravitational collapses [ 7collapses]. [7]. Figure 1. Location of the Cave of Altamira. Figure 1. Location of the Cave of Altamira. The cave was discovered around 1875 by Modesto Cubillas, who notified it to Marcelino Sanz de Sautuola.The cave After was discoveredattending the around International 1875 by ModestoExposition Cubillas, Universelle, who notified Sanz de it Sautuola to Marcelino reproduced Sanz de theSautuola. French After campaigns attending in the Altamira. International Her Expositiondaughter Maria Universelle, discovered Sanz dethe Sautuola famous reproducedbison [8]. theHe presentedFrench campaigns them as Palaeolithic in Altamira. art Her [9], daughter and received Maria a discovered discredit that the would famous last bison until [8 ].1897, He presentedwhen the Sociététhem as d’Anthropologie Palaeolithic art de [9], Paris and accepted received other a discredit decorated that caves. would last until 1897, when the Société d’AnthropologieEight levels deof human Paris accepted occupation, other from decorated the Late caves. Gravettian to the Middle Magdalenian, have been Eightidentified levels at of the human entrance occupation, hall. The from art the corre Latesponds Gravettian to a towide the Middletime sp Magdalenian,an and different have stages been (35,559–15,204identified at the cal entranceBP). The hall.uranium-series The art corresponds dating of the to calcite a wide that time covers span some and differentgraphics stagesat the polychrome(35,559–15,204 chamber cal BP). shows The uranium-seriesthat they belong, dating at least, of theto the calcite Aurignacian that covers period some [10]. graphics 13,000 atyears the ago,polychrome a collapse chamber closed showsthe cave that [7]. they Other belong, rock falls at least, occurred to the in Aurignacian 1924 and 1930 period [11].[ 10To]. avoid 13,000 further years affections,ago, a collapse hidden closed walls the and cave pillars [7]. Otherwere constructed. rock falls occurred in 1924 and 1930 [11]. To avoid further affections,In 1955, hidden more wallsthan and50,000 pillars people were visited constructed. the cave. Experts advised a reduction, but politicians consideredIn 1955, it morea menace than 50,000for tourism people [12]. visited 177,000 the cave.people Experts visited advised the cave a reduction,in 1973 [13]. but This politicians inflow wouldconsidered have iterased a menace the paintings for tourism due [ 12to ].variations 177,000 peoplein moisture visited and the temperature. cave in 1973 After [13 ].an This evaluation inflow wouldby researchers, have erased the cave the paintings was closed due in to 1977 variations [14]. In in 1978, moisture the Ministry and temperature. of Culture After became an evaluationits holder. Inby 1979, researchers, the National the cave Museum was closed and Research in 1977 [Center14]. In of 1978, Altamira the Ministry was created, of Culture and a became study to its regulate holder. theIn 1979, tourism the Nationalactivity within Museum the and cave Research started. CenterThe negative of Altamira influence was created,of this closure and a study on tourism to regulate was discussed,the tourism and activity a concern within about the the cave necessity started. of The a replica negative arose. influence of this closure on tourism was discussed,The cave and was a concern opened about in 1982 the necessityunder strict of astan replicadards. arose. It was inscribed in the UNESCO World HeritageThe List cave as was a cultural opened site in in 1982 1985. under The strictreplica standards. of Lascaux It Cave was inscribedstirred requests in the for UNESCO an alternative World inHeritage 1983. The List recovery as a cultural of tourism site in 1985.reduced The the replica social of pressure Lascaux by Cave 1991, stirred and requeststhe project for evolved an alternative towards in 1983.the aims The of recovery the museum. of tourism The reduced construction the social of the pressure replica by started 1991, and in 1997, the project and the evolved new Museum towards the of Altamira (Figure 2) was inaugurated in 2001. The complex has a total built surface of 6748 m2. It hosts the Neocave, which reproduces the former appearance of the cave. The IGN (National Geographic Institute of Spain) obtained the Sustainability 2018, 10, x FOR PEER REVIEW 3 of 13 volume of the cave and an accurate definition of the polychrome ceiling [15]. The latter was surveyed with terrestrial photogrammetry [16]. A *.tiff file of 80 Mb and 140 million pixels was obtained [17]. An exact physical model of 200 m2 was carved in blocks of expanded polyurethane [18]. After applying actual textures with wax patterns, drawing each crack or animal, and carving them, it was cut into pieces to obtain molds. They were filled with mortar (80% limestone, agglutinant, ochre pigments, and a fireproofing agent). Each drawing was represented on the final model with the same process,Sustainability positions,2018, 10, 2550and materials. Even concretions were reproduced. Coatings preserve the paintings3 of 13 and simulate moisture. The museum includes exhibitions [19], multiple use rooms, an assembly hall, a cafe–restaurant, andaims a ofshop. the museum.It implied The direct construction advantages of thefor replicathe conservation started in 1997,of the and cave: the the new buffer Museum area ofreached Altamira 16 Ha.(Figure The2 total) was cost inaugurated was estimated in 2001. to be 14.4 million € [20]. (a) (b) (c) (d) Figure 2. National Museum and Research Center of Altamira. (a) External view; (b) Exhibition area. Figure 2. National Museum and Research Center of Altamira. (a) External view; (b) Exhibition area. (c) (c) Neocave; (d) Detail of the ceiling of the Neocave. Neocave; (d) Detail of the ceiling of the Neocave. In 2002, the cave was closed to update the studies on conservation. No voices arose against this The complex has a total built surface of 6748 m2. It hosts the Neocave, which reproduces the closure. In January 2014, the Altamira board approved experimental visits [21] within the Research former appearance of the cave. The IGN (National Geographic Institute of Spain) obtained the volume "Program for the Preventive Conservation and the Regime of Access to the Cave of Altamira” [22].
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