Socio-cultural valuation still emerges as a methodological field in ecosystem service (ES) research and until now lacks consistent formalisation and balanced application in ES assessments. In this study, we examine the explanatory value of ES values for land use preferences. We use 563 responses to a survey about the Pentland Hills regional park in Scotland. Specifically, we aim to (1) identify clusters of land use preferences by using a novel visualisation tool, (2) test if socio-cultural values of ESs or (3) user characteristics are linked with land use preferences, and (4) determine whether both socio-cultural values of ESs and user characteristics can predict land use preferences. Our results suggest that there are five groups of people with different land use preferences, ranging from forest and nature enthusiasts to traditionalists, multi-functionalists and recreation seekers. Rating and weighting of ESs and user characteristics were associated with different clusters. Neither socio-cultural values nor user characteristics were suitable predictors for land use preferences. While several studies have explored land use preferences by identifying socio-cultural values in the past, our findings imply that in this case study ES values inform about general perceptions but do not replace the assessment of land use preferences.
Keywords: Landscape visualisation; Non-monetary valuation; Values; Visitors; Visualisation tool.