Using social media photos as a proxy to estimate the recreational value of (im)movable heritage: the Rubjerg Knude (Denmark) lighthouse

Abstract

Purpose On October 2019, the Rubjerg Knude lighthouse (Denmark) was moved 70 metres from the cliff edge. The Danish Government spent €700,000 on the rescue operation. Using the zonal travel cost method (ZTCM), this paper aims to estimate the recreational value of this (im)movable maritime heritage building, to assess whether it was worthwhile to incur that public expenditure. This valuation is complemented by a digital reputation analysis. Design/methodology/approach A Flickr application programming interface search method extracted 795 public photos with the “Rubjerg and Knude” tags, taken between 2004 and 2019. The ZTCM analysis included 148 photographers who provided information about their residence location. Findings Depending on the regression models and assumptions made, the estimated economic value of the lighthouse (measured by the consumer surplus) varies between 5.5m and 133m euros. That means that the operation’s cost is only a small percentage of the expected economic recreational value. Research limitations/implications The sample of Flickr photographers is a proxy to estimate the zonal visitation rate for a specific destination. Zonal travel cost calculations are always based on some assumptions defined by researchers. Practical implications The paper frames the role of lighthouses as an (im)movable heritage element, which provides several cultural ecosystem services – in particular aesthetic, recreational, cultural/educational, bequest and sense of place values/benefits for tourists and residents. Social implications This study supports the political decision of preserving an identity symbol of a specific place, based solely on its recreational value. Originality/value This paper combines a monetary approach (ZTCM) with a digital reputation analysis of this iconic attraction.