Ranking versus Scale Rating in Conjoint Analysis: Evaluating Landscapes in Mountainous Regions in Southeastern Spain

In order to evaluate the landscape and its agrarian components in the low mountainous region of the Alpujarras in Southeastern Spain, Conjoint Analysis (C.A.) was used, and both ranking and rating approaches were considered as a way of assessing preferences. Data was obtained from a preference test carried out with a sample survey of 165 visitors to the area. Three main landscape components were considered for this analysis: the type of vegetation layer, the density of rural building and the level of incline. Several levels were also considered for each component: abandoned fields, dry farming, irrigation farming and virgin lands were included for the vegetation layer; and three levels (low, intermediate and intense) were considered for the level of incline and rural building. Finally, conclusions were drawn concerning both the preferences for landscapes and the comparative analysis of the results when using either the ranking or scale rating approach. From these conclusions, some strategies have been suggested to maintain the highest valued landscape in the area, within the scope of a sustainable rural development process.