This study focuses on an inner area in Northern Sardinia (Italy) currently experiencing depopulation and considered ‘fragile’ due to its lack of typical regional summer tourism. However, this area boasts an intriguing cultural heritage, currently under-recognized and undervalued. The aim of this contribution is to apply to this territory the Conjoint Analysis methodology, which examines target demand and constructs scenarios. Drawing from the regional plan for tourism, an exploratory phase was employed to support future strategies in cultural and touristic enhancement by stakeholders. In this regard, the experiment, involving a survey of 600 interviews among inhabitants (301) and tourists (299), aims to: (1) estimate the economic value of the cultural heritage and tourist consumption preferences using WTP, (2) raise awareness among decision-makers about the varied value perceptions of the territory and its heritage by its users, (3) craft a knowledge framework of this territory to diversification of the tourism offer. The study showcases innovative elements both in terms of internal technical aspects and strategic approach. The collection of preferences, based on a set of nine itinerary cards, highlights undervalued aspects related to intangible components, community well-being, sustainable consumption habits, sustainable mobility, and microeconomies not strictly tied to traditional tourism types.

This work focuses on an inland area of North Sardinia (Italy), which is currently subject to depopulation and economic crisis because it is not affected by the summer tourism typical of the region. Despite this, the area shows an interesting architectural and natural heritage, as of today insufficiently known and valued. Therefore, the purpose of this paper is to illustrate the application of the Conjoint Analysis methodology on this case study aimed at supporting processes of valorisation, diversification of the tourist offer and promotion of the through the detection of the preferences of a sample of residents and visitors on a set of 9 cards (itinerary profiles) which also promote the peculiarities of small rural centres. Thus, by valorising the material and immaterial heritage and their intrinsic characteristics, it is shown that inland areas can generate an economy by offering new types of tourism, not just the typically invasive summer and maritime tourism. The research, therefore, seeks to estimate the economic value of the area from a public point of view through the WTP measured by a questionnaire of 600 interviews between inhabitants (300) and tourists (299).

The paper contributes to the debate on the holistic sustainability assessment of real estate projects, integrating economic, financial, environmental, and social aspects. A methodological study is presented to support decision-making processes involving the preferability ranking of alternative investment scenarios: new building production vs. retrofitting the existing stock, in the context of urban transformation interventions. The study integrates life cycle approaches by introducing the social components besides the economic and environmental ones. Firstly, a composite unidimensional (monetary) indicator calculation is illustrated. The sustainability components are internalized in the NPV calculation through a Discounted Cash-Flow Analysis (DCFA). Life Cycle Costing (LCC) and Life Cycle Assessment (LCA) are suggested to assess the economic and environmental impacts, and the Social Return on Investment (SROI) to assess the intervention’s extra-financial value. Secondly, a methodology based on multicriteria techniques is proposed. The Hierarchical Analytical Process (AHP) model is suggested to harmonize various performance indicators. Focus is placed on the criticalities emerging in both the methodological approaches, while highlighting the relevance of multidimensional approaches in decision-making processes and for supporting urban policies and urban resilience.