Abstract
The aim of this study is to find out what locals and tourists in a Central-Alpine, multilingual cross-border region expect from an Alpine landscape, with a special focus on agriculture. Using a standardised questionnaire, we carried out more than 3500 face-to-face interviews with locals and tourists in Tyrol (Austria) and South Tyrol (Italy). The questionnaire comprised (1) content-related questions and (2) questions to collect demographic data on the interviewees. We employed nonparametric methods to analyse the survey results and differences between demographic groups. More than 70% of the study participants liked traditional land-use and did not have major reservations about agricultural intensification or extensification. Of those interviewed, 73% were in favour of giving public financial support to farmers. The findings obtained in this study suggest broad acknowledgement and acceptance of environmental compensation schemes and the maintenance of extensive and traditional land-use systems.