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The assessment of alternative forest management strategies should account not only for the private benefits to forest landowners but also for the ecological, environmental and economic benefits valued by society. There are a number of empirical valuation methods that may contribute to that assessment. These methods involve several steps: data acquisition, model specification and estimation. In this paper, this approach is illustrated in the context of a survey regarding alternative management strategies for a forest area in Central Portugal by implementing a contingent valuation experiment where an advanced landscape visualisation technique is employed to generate the visual information conveyed in the valuation scenarios. Several econometric model specifications are considered as well as alternative approaches to handle zero willingness to pay values and protest responses. The results obtained suggest the potential of the proposed approach for an effective comparison of alternative forest management strategies.
