01396nas a2200217   4500000000100000000000100001008004100002653001300043653002400056653001400080653001600094653001100110653001400121100001400135245002800149856016600177300001000343490000600353520079900359022002001158                                       d10aheritage10aintangible heritage10atradition10aTutankhamen10aUNESCO10avaluation1 aK. Gibson00aValuing living heritage  uhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-84884581510&doi=10.18848%2f2325-1115%2fCGP%2fv08i02%2f55180&partnerID=40&md5=3cd317dba961954b7e3e1a334ef9c3f9  a87-980 v83 aIt is impossible to conserve all heritage. How then do we distinguish what should be kept from what should be abandoned? One way is to treat it as a commodity valued by market mechanisms. For example, the Tutankhamen relics toured worldwide and were assessed by the profit they generated through admission tickets, souvenirs and increased hotel and restaurant sales. Market metrics often fail, though, when applied to living heritage. I use three examples, Taiwanese puppetry, Polish lace making and the Chant of the Sybil in Majorca to illustrate the limitations of a purely monetary approach and show some potential alternatives. I conclude that because once lost, living heritage usually cannot be recovered, advocates should employ both economic and non-economic arguments for preservation.  a23251115 (ISSN)