Public preferences for landscape features: A case study of two Scottish environmentally sensitive areas

This paper examines the extent to which the menu of environmental features supported by public policy in two Scottish environmentally sensitive areas (ESAs) and the range of environmental products supported by farmers who have participated in the scheme are congruent with public preferences. The examination of public preferences was based on a sample survey of residents and visitors to the Loch Lomond and Stewartry ESAs and the Scottish general public. This sample was split, with one group being asked questions relating to their valuation of a range of environmental features, and the second group being asked about their preferred level of future provision of the same set of features. The results indicate that the features most widely adopted by farmers and which have been very costly to support are amongst those least desired by the visitors to the areas and the general public. Consequently, it might be asserted that a changed menu of supported environmental actions in ESAs would be likely to deliver higher levels of social benefits.