ICZM and WTP of stakeholders for beach conservation: Policymaking suggestions from an Italian case study

In accordance with integrated coastal zone management (ICZM), private stakeholders could be asked to pay for the benefits from beach conservation projects. Since a private contribution is measured by the amount of other goods a person is willing to give up for beach quality, it can be solicited in monetary terms or, when possible, in other forms, such as specific works. In this paper, by analysing the results of two surveys in Italy concerning stakeholders' perceptions of ICZM and their willingness to pay for these benefits, suggestions for beach management are provided to policymakers. One survey focuses on beach visitors who are asked to pay in monetary terms, while the other focuses on sunbathing establishment managers, who are asked to pay not only in monetary terms but also through beach works. The results show that the majority of these stakeholders are fully or partially aware of what ICZM is, and are unwilling to pay. However, regression analysis of those willing to pay suggests that promoting an information and education campaign about ICZM may be important if stakeholders' probability of paying is to be increased.