Integrating socio-spatial preference heterogeneity into the assessment of the aesthetic quality of a Mediterranean agricultural landscape

Assessing ecosystem services associated with agricultural landscapes is of growing interest to the research and policy/practice communities. One particularly challenging aspect to understand is the value of the aesthetic quality of such landscapes, even though this is one of the main contributions that agricultural landscapes make to cultural ecosystem service provision. Indeed, as increasing demands are placed on agricultural landscapes for food production, infrastructure development and urbanisation, aesthetic qualities can be severely affected, particularly if those landscapes are used for traditional agricultural practices. Here we assess the aesthetic quality of an agricultural landscape by integrating social preferences heterogeneity and spatial aspects of the provision, combining subjective and objective perspectives. We work in landscapes dominated by irrigated flowering fruit trees in Cieza, in south-east Spain as it is an excellent example of a semi-arid Mediterranean agroecosystem that delivers multiple ecosystem services, including aesthetic quality, in addition to food production. Using GIS tools and a choice experiment, we assess the social utility function for this landscape, and demonstrate social preferences heterogeneity for demand for the aesthetic qualities of the landscape. Latent class modelling distinguished three populations, with the majority preferring diversified agricultural landscapes and management policies based on a more natural-looking agricultural landscape. These results provide agroecosystem managers with an additional vision focused on enhancing the combination of the most diverse and natural-looking elements in the landscape in order to underpin the delivery of cultural ecosystem services that also increase social well-being.