Assessing landscape preferences: a visual choice experiment in the agricultural region of Märkische Schweiz, Germany

Natural amenities and the aesthetic value of agricultural landscapes are important territorial assets for improving rural tourism and the quality of the living environment. To identify which characteristics shape the visual quality of a landscape, a stated-preference survey was conducted (N = 200) using photorealistic landscape visualisations of four different landscape attributes (point green elements, linear green elements, crop diversity and presence of livestock). We estimated respondents' preferences for landscape attributes, examined the extent of agreement among respondents and identified socioeconomic factors influencing their responses. Results revealed that point elements had the highest general preference. About 70% of respondents preferred diverse and highly structured landscapes, while about 30% of respondents had opposing preferences. Preferences were also found to be dependent on the individual's sociocultural background, such as their level of education, gender or age. These results can help to improve the multiobjective targeting of policies by including an aesthetic value perspective.