Estimating the Economic Value of Chaleshtor Castle Via Using the individual Travel Cost Method

The need to be aware of the economic value of places of historical and touristic importance and the factors affecting creating employment, production, regional income, and public investment and appropriate policies for improving qualities, are not hidden from anyone and of course, have great importance. As one of the most important and well-known historical monuments of Chaharmahal and Bakhtiari province, Chaleshtor Castle is an important destination for tourists every year. The aim of the current research is to answer:  How much is the annual economic value of Chaleshtor Castle? So, to respond to the same, the individual cost method has been used. The statistical population includes all the visitors to Chaleshtor Castle. The data were gathered and analyzed using Cochran's formula and random sampling where 130 people were questioned by a prepared questionnaire in the summer of 2022. In this research, the travel cost generation was estimated based on the linear form and using the ordinary least square (OLS) regression method. Based on the results, the travel cost variables and the type of vehicle to reach the destination were found to be the important factors affecting the number of annual visits. In this way, each of these variables will lead to a decrease in the number of visits with a coefficient of -0.0002 and -0.287 respectively.  The average value of household entertainment for visiting Chaleshtor Castle using the travel cost method is estimated at 295,260 Rials per year and the total amount of consumer surplus per year is estimated at 230,252,925 Rials. The findings of the research can be a guide for the planners of the cultural heritage organization to determine the appropriate ticket price and provide services. Therefore, suggestions have been made to increase the attractiveness to this area by creating cultural centers such as libraries, handicraft centers, resting places such as restaurants, cafes, play centers for children, etc.