Valuing cultural ecosystem services: an application to forest areas in Marche Region, Italy

This article investigates the perceived relevance of cultural ecosystem services (ES) in two forest areas in the Marche region (Italy) and how users, tourists and locals value them economically. Two surveys were used to collect data from visitors to the two areas. Through Importance Performance Analysis (IPA), we assessed visitors’ satisfaction with cultural ES in the two areas under investigation. The economic appraisal of the ecosystem services in the two forest areas was based on a contingent valuation method (CVM) using a double-bounded approach to estimate visitors’ willingness to pay (WTP). This type of research, merging qualitative and monetary evaluation of ES can contribute to defining policy management by identifying aspects and activities in natural areas that require specific intervention. Evidence for the economic value delivered by a broader range of ES may support the definition of more effective policy measures for forest areas and create the basis for the definition of payment schemes for ES.