Aesthetic Damage Values of Urban Billboards
Keywords:
billboards, aesthetic damage value, willingness to payAbstract
The aesthetic damage of billboards in Bangkok was evaluated. A hypothetical market approach model with double-bounded questions and Cameron’s regression analysis was applied to investigate the willingness to pay for billboard management in Bangkok. The data were collected from 672 households in Bangkok in 2010. It was found that 98.20 percent of respondents agreed that billboards cause aesthetic problems, resulting in visual pollution. The analysis of the willingness to pay showed that 62.90 percent of respondents agreed with the establishment of a billboard management fund and would pay 387.79 baht per household per year on average in the form of a donation because of their belief that regulating billboards could improve the scenery in Bangkok. The total value of aesthetic damage from billboards in Bangkok in 2010 estimated from the study was approximately 912 million baht. The factors affecting respondents’ willingness to pay for the damage to aesthetics from billboards in Bangkok were the starting bid, the average travel distance within a day, and knowledge and understanding of billboard impacts.
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This is an open access article under the CC BY-NC-ND license http://creativecommons.org/licenses/by-nc-nd/4.0/