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

Ilaria Rodella, Fabio Albino Madau and Donatella Carboni
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Ilaria Rodella: International Research Office, University of Padova, via Martiri della libertà 8, 35122 Padova, Italy
Fabio Albino Madau: Department of Agriaria, Sassari University, via Enrico de Nicola 1, 07100 Sassari, Italy
Donatella Carboni: Department of Human and Social Sciences, Sassari University, via Roma151, 07100 Sassari, Italy

Sustainability, 2020, vol. 12, issue 4, 1-28

Abstract: 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.

Keywords: scenery; contingent valuation; coastal zone; landscape management; preservation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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