Public preferences for landscape features: The case of agricultural landscape in mountainous Mediterranean areas

Provision of landscape amenities produced by farmers, in addition to their economic function of producing food and fibre, has contributed to a reassessment of the role of agriculture in society. In this paper, we examine whether agricultural landscape provision really responds to a social demand as is argued by those in favour of multifunctionality. Thus, the aim of the present work is two-fold. First, we evaluate rural landscape preferences of citizens from a range of choices in the mountain area of the Alpujarras (south-eastern Spain), and second, we estimate their willingness to pay (WTP) to enjoy each of the landscape characteristics existing in the area. For the empirical analysis, based on a survey of public preferences due to the good public characteristics of landscape amenities, we applied two stated preference methods: Conjoint Analysis (CA) and Contingent Valuation (CV). Three landscape attributes were considered for this analysis: type of vegetation layer, density of rural buildings, and level of slope. Several levels were also considered for each attribute: abandoned fields, dryland farming, irrigated farming, and natural lands were included for the vegetation layer; three levels (low, intermediate and intense) were considered for the level of slope and three levels (none, little and intense) for rural buildings.