Research note: Travel time as a proxy for travel cost in a heritage tourist destination

This study proposes that 'travel time' derived from a geographic information system (GIS) can be used as a numerical proxy for travel cost in place of 'travel distance' in the standard travel cost method (TCM). The study examines the validity and usefulness of the 'shortest transport time' compared to the 'shortest transport distance'. The investigation was conducted at the Hahoe Heritage Village in South Korea by means of a survey of visitors leaving the village after sightseeing. In all, 552 surveys were valid for econometric analysis. The zonal TCM was applied to estimate consumer surplus for the research site. The study contributes to the pursuit of a more practical methodology for investigating the travel cost model.