Valoración económica de la cultura. Caso de estudio: festival internacional de artes vivas de Loja Ecuador

Abstract

Abstract: In the city of Loja, one of the most representative cultural events is held, the International LiveArts Festival (FIAVL) at the national level, since it contributes to the cultural, economic and social development of Loja and Ecuador. The objective of this research is to economically value culture through the willingness to pay for the FIAVL and to identify the factors that influence said willingness to pay. Through the application of the contingent valuation method and a logit model, it was found that 62.5% are willing to pay an annual value of 4.5 dollars. In addition, the factors that significantly influence said willingness to pay are: having attended a FIAVL 2021 event, being willing to support the indefinite completion of the FIAV, qualification of the artistic development (museums, painting and sculpture) of the FIAVL, perception of income for thecity as a result of carrying out the FIAVL, level of education of the respondents, willingness to contribute to a trust fund that guarantees the sustainability of the FIAVL among other cultural activities, perception of the quality of the FIAVL and attendance at concerts, painting exhibitions and sculpture. It is hoped that this study will be a useful tool to guarantee the continuity of the FIAVL in the following years.