Non-market benefits of creative cultural projects in post-quake revitalization regions: A case study of the Nantou Jiji Station area

In contrast to previous post-quake revitalization initiatives in which urban redevelopment is emphasized, cultural projects and their non-market benefits have recently garnered increased attention. In the past, when post-quake revitalization cultural projects were evaluated, the non-market benefits of these projects were not considered. Consequently, we have adopted a contingent valuation method (CVM) as a process that can evaluate the non-market benefits of cultural projects. This article reports research on Jiji Township, which is the epicentre of the most severe earthquake recorded in Taiwan in the past 50 years. The study’s results verified that creative cultural projects generated numerous non-market benefits, and that local identity value is the key factor influencing residents’ valuation of the projects and the amount they are willing to pay. This study proposes an economic valuation process that helps establish a method for promoting creative cultural projects based on residents’ opinions and needs.