The investigation of hypothetical bias in choice experiments (CEs) has typically been conducted in the laboratory with only minimal field experiments. Moreover, it is common practice to provide an initial endowment (money or coupons) to respondents. In this research, we employed a between-subject CE in a supermarket with three different treatments (i.e. hypothetical, hypothetical with cheap talk script and real). With the ‘real’ treatment, we required respondents to use their own money when making a payment. The proposed incentive-compatible mechanism mimics as close as possible the everyday purchasing situation. Results confirm the presence of hypothetical bias and the mixed effectiveness of a cheap talk script.

The paper analyses value co-creation and social innovation focusing on a new approach to the management of Natura 2000 areas: the Networks of Reserves (NoRs). NoRs have been set up in Trentino (an Italian alpine area) to create an ecological network within the territory, with a particular focus on the socio-economic dimensions of nature conservation and with a bottom-up approach. The research investigates the role of NoRs by using a quali-quantitative approach to analyse the attitudes and awareness of private stakeholders, public actors and local communities. In-depth interviews with NoRs coordinators and key players in tourism organizations were carried out. 167 online questionnaires were sent out to local stakeholders. The research investigates community participation and stakeholder engagement in NoRs’ projects and activities, whether and how socio-economic development has occurred, and whether and how innovative sustainable tourism offers have been created. It confirms the role of NoRs in relation to the conservation and valorisation of natural resources through the stimulation of activities such as environmental interpretation and education. The research demonstrates the effectiveness of bottom-up processes for the co-creation of sustainable tourism offers and the fostering of social innovation. NoRs have proved to be successful in overcoming the major impediments to the functioning of the Natura 2000 network highlighted in the literature.

Nature-based recreation provides benefits facilitating social interactions and cohesion, creating job opportunities, and stimulating the local economy. The aim of this study was to assess the recreational economic value of different forest areas considering two aspects: stand features and proximity of the forest to urban areas. An individual Travel Cost Method (TCM) was applied in three study areas in Italy involving 603 visitors in the survey. The results show that in all three case studies the most important forest-based recreational activity carried out by visitors is hiking, followed by picnicking and mountain biking. The TCM estimates a consumer surplus between €7.33 and €17.37 per visit. The key points highlighted by the study are that: managed natural forests have a higher recreational economic value than unmanaged artificial forests; the peri-urban forests are characterized by a higher number of visitors but a lower value per visit than mountain forests.

Previous research suggests that landscape preferences vary systematically amongst people. While various sources of heterogeneity have been considered in landscape preference literature, the role of emotions on willingness to pay for landscape features has never been examined. This article presents results of a choice experiment carried out for eliciting tourists’ for Alpine landscapes. The emotional state of respondents was used to model heterogeneity in a latent class approach. The study area is a valley in the Italian Alps, characterised by a strong importance of the primary sector and a low number of tourists. Landscape management could attract new visitors, providing additional income for the local inhabitants. Results indicate that respondents prefer a variegated and multi-faceted landscape, with a mix of tree species, several agricultural crops and open areas with grazing animals and that incidental emotions play a role in the construction of landscape preferences and influence willingness to pay.