The idea that landscape fulfils many different functions and provides multiple benefits for human society is gaining strength. This new vision of landscape changes both, the interests and the needs of the persons involved and the use and management of the landscape itself. The objective of this paper is to study landscape conservation in a particular mountainous area of Italy, which requires an institutional, non-generic approach. Using the contingent valuation method, we investigated whether there is a relationship between experts’ and casual observers’ evaluations of ten different scenarios in the Leno Valleys. Results show that direct knowledge of the site characteristics increases the awareness of the importance of the site, significantly impacting on conservation choices and strategies.