Aim of the paper is to outline an integrated methodology for deriving economic values of the different landscape components. Our approach integrates landscape ecology principles and non-market valuation methodologies. Firstly, we identify landscape types and quantify their attributes with ‘metrics’ (i.e., objective components) and use discrete choice experiments to elicit the public’s preferences for these landscapes and their attributes (i.e., subjective components). As a case-study we use the Peninsula of Sorrento in Italy, which is a unique Mediterranean landscape, which is increasingly endangered by urban sprawl and decline of traditional farming. Results show the economic value of different types of landscapes and, importantly, provide convincing support for an interdisciplinary approach for landscape valuation.
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