In 2017, about 45% of the European population believed that cultural heritage has a positive effect on the local economy and that there are not too many tourists. However, about 33% of Europeans consider the number of tourists to be too high while simultaneously recognizing cultural heritage’s positive impact on the local economy. Based on Flash Eurobarometer data, this article employs a bivariate probit model to estimate the characteristics of both the perception of tourism as a threat to heritage and as a benefit to the local economy. The results show that people who live near cultural sites, who are highly educated, and those with a higher social status are more likely to believe that tourism poses a threat to heritage while also having a positive impact on the local economy. The findings provide data-based support for the assertion that tourism itself is not the problem.
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