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Abstract The main purpose of the study is to evaluate the economic value related to beach preservation by elicitation of the willingness to pay (WTP). This analysis is based on the results of about 5000 interviews conducted on 41 different Italian beaches. A Contingent Valuation (CV) – a closed-ended dichotomous choice model with a follow-up question - approach is used to elicit WTP. Results of the whole sample indicate that respondents would be willing to pay a contribution of almost 15 €/yr per user in order to preserve the beach. WTP is also calculated for natural, semi-urban and urban beach typologies. The analysis shows that beach typologies affect the WTP and similarities and significant differences of each typology are found according to respondents' sociometric indicators. Highlights • Italian value of WTP for beach preservation is 14.84€. • Italian beach-goers show low knowledge of beach issues and management. • Logit model for evaluating the probability of a positive WTP are constructed. • Beach urbanization level and beach typologies are significant predictors of tourists' WTP. • WTP decreases from natural to semi-urban and finally to urban beaches. [ABSTRACT FROM AUTHOR]