The Willingness to Pay for Beach Scenery and Its Preservation in Italy

In order to understand the multiple values of landscape, this paper suggests an evaluative methodology that takes into account a quantitative approach, public opinion, and an economic estimation. This study analyzes the coastal scenery of 40 Italian beaches using a fuzzy logic and a Contingent Valuation (CV). Each site was classified into five categories: Class I beaches were littorals with high natural settings; Class II sites were natural and semiurban beaches having low influences by anthropic structures; Classes III, IV, and V had lower evaluations due to poor physical and human condition. A questionnaire survey analyzed beach users’ preferences, judgment, and Willingness to Pay (WTP). Results suggest that landscape judgment is directly correlated to scenery assessment; therefore, beaches of Class I and II were judged beautiful while beaches of Class IV and V had poor judgments. Similarly, the importance given to the landscape was highest in Class I and II than in the others. WTP for the conservation of the selected beaches was about ¿16 per season. Our findings suggest that people are disposed to pay more for a beach with the top-grade of scenery (Class I and II) and low grade of urbanization. Moreover, WTP would rise for females and for nonresident users with an academic degree, which appreciated the coastal landscape.