An application of economic choice experiments to a traditional land use—deer hunting and landscape change in the Scottish Highlands

Stalking (deer hunting) is an important land use and activity in the Scottish Highlands, and deer managers have traditionally maintained large numbers of female deer in order to supply a guaranteed number of stags for stalking. Unfortunately, grazing by large numbers of deer conflicts with environmental objectives that are seeking to improve upland habitats and increase the area of native Caledonian Pine forest. This study uses a multi-attribute choice experimental approach to quantify the various characteristics of the stalking experience to determine the value that amateur stalkers attach to the stag numbers, the landscape and other attibutes. Unlike previous applications of stated preference, a large proportion (one-third) of a full factorial design is used to present stalkers with different alternative stalking packages within a postal survey. The results indicate a way forward that could be agreeable to both deer managers and conservationists.