Previous research suggests that lan

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.