The willingness to pay to remove billboards and improve scenic amenities.

We use the contingent valuation method to measure the amount citizens are willing to pay to improve scenic mountain-view amenities through the removal of billboards. Our approach addresses both the perceived property rights as well as the perceptions of the status quo in the southern Appalachian Mountains. We find that individuals who retire to the mountains have different preferences for land use and mountain views than individuals who have ancestors who lived in Watauga County. In the aggregate, we find that citizens are willing to pay almost one-half million dollars to remove billboards from Watauga County roadsides. This study provides insights to the debate surrounding land use along public roads.