In 2006 the Kuldīga Town Council focused its work on development of a programme for recognition, inventory and management of the values of Old Town. Its goal – high quality renovated historic townscape. Involvement and education of the public is an essential precondition for attainment of this goal. How the old town of Kuldīga should develop so that to become a live museum, which is constantly growing and changing while also preserving its cultural heritage values – this question has been discussed with the experts specialising in the areas of cultural heritage, nature, environment, architecture, tourism and public relations. A set of particular measures may, perhaps, change the scale of values of the inhabitants of Kuldīga. This article deals with the analysis of a human value system and the role of the cultural and historic environment in it. The article presents and proves the hypothesis – if inhabitants and visitors of the old town of Kuldīga are informed about the cultural heritage values of the old town, then these values will be protected not only by the municipality and state institutions for cultural heritage protection, but also by the townsmen themselves who are directly responsible for protection of those values. The article also analyses the term “value”, its classifications and theoretical formulations. The results of the study Opinion about the Old Town of Inhabitants and Visitors of Kuldīga were summarised revealing many unique values of Kuldīga. The values identified through this study are compared with the criteria for inclusion on the World Heritage List and the definition and parameters of the unique value of special significance. The article focuses on the cultural and historic environment of Kuldīga and its values, and on a human being as a factor affecting and developing this environment. The role of local inhabitants in preservation of the old town of Kuldīga is viewed in the context of the term “value”.