Abstract
This study evaluates the use value of Rohtas Fort, in province Punjab (Pakistan). Employing the Individual Travel Cost Method, the study estimated the total annual consumer surplus as US$ 8.71 million and the total recreational value as US$ 11.70 million (which is 0.05% of total GDP of Pakistan in the year 2013). The major influencing factors of visitation frequency were observed as travel cost, household income, age, household size, education and sex. Visitors were highly satisfied from the museum as against the waste disposal services. Cleanliness is a major problem faced by visitors with the highest priority index value of 0.88. Based on high willingness to pay for the entrance fee, the authority can increase the entrance fee which will add to the revenue generation for the Fort and ultimately the authority would have resources for renovation/maintenance projects. The authority should arrange the appropriate waste disposal system for the Fort.
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