The research in this paper is about the use of culture in the promotion of a place and themeaning culture creates from the perspective of the municipality. To limit the exploitation ofculture and to argue the strict conservation aspect, methods such as cultural pricing areneeded. This will in turn lead to more sustainable development and can create more balancedenvironment for all parties. The study also describes various methods that can be used forcultural pricing. Purpose of this current candidate thesis is to investigate how culture can beevaluated and what methods are available to estimate the different values of culture. In thesecond part culture is explored as an instrument for site marketing.The survey chosen is about the municipality of Halmstad, which represents a destination andcultural institution used in a case study to measure the created value of the culture. The reasonis that visiting of cultural institutions is strongly linked to cultural tourism and tourism ingeneral, in turn, is associated with exploitation. The significance of the destination isinvestigated in a qualitative document study by focusing on the culture's use in marketing tocreate attractiveness. In the case study, a scenario method is used to investigate thewillingness to pay among municipality residents. The customized business methodologyestimates the value of public utilities in Swedish krona (SEK) based on the residents'perspective. The method is briefly implemented at Mjellby Art Museum and by means ofsurveys a theoretical non-use value in Swedish krona (SEK) is compiled. The ContingentValuation method has been chosen because it provides the opportunity to obtain a moretheoretical value that does not reduce the many values of culture to purely financialtransactions.The conclusion of the study is that there are different types of methods that provide anopportunity to value culture in a reasonable way. Culture also plays a central role inHalmstad's future development, attractiveness and growth. It also became apparent that thereis a willingness to pay among residents to finance culture around 66 million Swedish krona(SEK) in the case of Mjellby Art Museum.