Mensuração de ativos culturais: aplicação do método do custo de viagem e método de valoração contingente no Memorial Darcy Ribeiro

This research aims to apply the Contingent Valuation Method (CVM) and the Travel Cost Method (TCM) at Memorial Darcy Ribeiro, known Beijodromo, located in Brasilia, to assess its economic value. The study of heritage assets measurement is justified because of the need to know the economic value of the Brazilian cultural heritage for management purposes. In addition, it allows evaluation mechanisms are improved assisting managers in the formulation of public policies. In May 2014, 72 questionnaires were applied to visitors and tourists Beijodromo to get the value of the Memorial.  In conclusion, although the indirect economic valuation methodologies are shown as an alternative to measurement of heritage assets, the value found in TCM does not differ from that of the CVM. The economic estimate was much lower than that invested in the construction of the Memorial. The lack of adequate information on the origin and the number of visitors and tourists influenced the outcome. It shows that the record and monitored of tourists is an important piece for the economic value of Memorial to be properly represented, as well as attraction of programs of visitors and tourists.