Prevailing trends in the management of European museums underline the importance of additional museum services in fostering and encouraging the optimization of cultural assets while facilitating the collection of resources necessary for conservation. This paper considers the case of the archaeological site of Paestum (Salerno) and presents an analysis of individual preferences in relation to specific policies of cultural heritage management, each characterized by the supply of different museum services. Since the diversity of these services can prompt different individual preferences, the analysis allows for heterogeneity of parameters among individuals.
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