This article designs an empirical methodology to measure the perceived value of intangible cultural heritage, specifically using the significant example of flamenco. Such methodology is divided into three stages: interviews with experts, to lay out the flamenco creation process and to identify the aspects, which influenced its value; a double system survey for spectators and experts, which determines the perceived valuation of stated aspects; and finally, a correlation and exploratory factor analysis whose results identified three influencing factors on the valuation of flamenco: feelings, virtuosity, and composition elements. The conclusions show how feelings are the key element in its valuation, representing the highest proportion of the accumulated total variance. Due to its findings, this methodology creates a precedent for intangible cultural heritage valuation, which applies to those music genres characterized by local idiosyncratic elements in their creation, such as vallenato (Colombia), and doina (Romania), among others.
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