Ecosystem services in the Alps: visitors' perceptions of two alpine protected areas

Understanding users' perception of natural areas and their ecosystem services is crucial for managers and policy makers as it directly informs decisions that balance conservation efforts with public acceptance. The alpine areas are particularly vulnerable to climate change, making it critical to understand how visitors perceive these areas to develop management strategies that minimize conflicts, helping to ensure long-term support for environmental protection. This study explores the perceptions of 21 ecosystem services - including cultural, regulating and provisioning services - among visitors of two protected alpine areas in Italy. We distributed 3,399 questionnaires to evaluate visitors' perceptions of the importance of key ecosystem services, their awareness of the ecosystem services concept and any shifts in perception due to COVID-19, as the study took place during an ease of restrictions caused by the pandemic. Additionally, we explored the relationship between perceptions and demographic factors. Results showed that visitor strongly perceived the importance of the aesthetic value of the landscape and biodiversity conservation. Perception of the overall importance of ES was strongly correlated with demographic factors, such as gender, age and a connection to outdoor and naturalistic activities. Visitors who were already aware of the ES concepts exhibited higher perceptions compared to those who did not acknowledge them, suggesting the need for targeted communication strategies to extend the awareness of the ES concept. This data provides critical insights for managers and policymakers to tailor communication efforts, fostering greater public awareness and support for the benefits provided by protected natural areas.