LAUSR

Abstract Traditionally managed agrarian landscapes provide several cultural ecosystem services (CES). Still, CES are often not adequately considered in decision-making – partly because of challenges in their quantification and economic valuation. We show that a state-of-the-art application of an economic valuation method to CES can generate meaningful data for supporting real-world, regional decision-making processes. After qualitative pre-studies (semi-structured interviews, stakeholder workshop) and a pilot study (n = 117), a discrete choice experiment (n = 252 respondents) was administered to a random sample of citizens in the Visp region of the Central Swiss Alps, a site with traditional agrarian landscapes. The design of the choice experiment followed an ecosystem services approach, and uses visualizations to support valuation of aesthetic landscape changes. A response rate of 43% was achieved. Citizen support was expressed for agricultural heritage (P