The paper uses the method of discrete choice modelling to evaluate tourists' preferences for two heritage attractions in Greece. This methodology offers the opportunity to gain useful insights regarding the direction of future policy actions in this important area of revenue generation. The paper provides empirical justification for the frequently cited argument in favour of the adoption of a more market-oriented rationale for an optimal use of heritage resources. Overall, the authors support the claim that Greek heritage tourism manifestations will be substantially better off if they divert attention away from the exhibits and towards specialization in accordance with visitors' preferences.
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