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

Author

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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)

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.

Suggested Citation

  • Ilaria Rodella & Fabio Albino Madau & Donatella Carboni, 2020. "The Willingness to Pay for Beach Scenery and Its Preservation in Italy," Sustainability, MDPI, vol. 12(4), pages 1-28, February.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:4:p:1604-:d:323239
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    References listed on IDEAS

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    2. Alexis Mooser & Giorgio Anfuso & Lluís Gómez-Pujol & Angela Rizzo & Allan T. Williams & Pietro P. C. Aucelli, 2021. "Coastal Scenic Beauty and Sensitivity at the Balearic Islands, Spain: Implication of Natural and Human Factors," Land, MDPI, vol. 10(5), pages 1-36, April.
    3. Pantelitsa Loizia & Irene Voukkali & Georgia Chatziparaskeva & Jose Navarro-Pedreño & Antonis A. Zorpas, 2021. "Measuring the Level of Environmental Performance on Coastal Environment before and during the COVID-19 Pandemic: A Case Study from Cyprus," Sustainability, MDPI, vol. 13(5), pages 1-24, February.
    4. Ju-Hee Kim & Kyung-Ran Choi & Seung-Hoon Yoo, 2020. "Public Perspective on Increasing the Numbers of an Endangered Species, Loggerhead Turtles in South Korea: A Contingent Valuation," Sustainability, MDPI, vol. 12(9), pages 1-14, May.
    5. Ju-Hee Kim & Sin-Young Kim & Seung-Hoon Yoo, 2020. "Public Acceptance of the “Renewable Energy 3020 Plan”: Evidence from a Contingent Valuation Study in South Korea," Sustainability, MDPI, vol. 12(8), pages 1-12, April.

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