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This paper discusses the results of a multi-country survey about private stakeholders' contribution to coastal preservation. It was conducted in four coastal sites of Greece, Italy and France, in order to collect information about beach visitors' perception of Integrated Coastal Zone Management (ICZM) and their willingness to pay (WTP) for beach preservation, intended here as defence from erosion. In order to find out whether ICZM perception is a determinant of WTP, regression analysis is applied. Results show that in these sites respondents have a low level of information about the nature of ICZM, despite local authorities having implemented some ICZM strategies for preserving the coast. Nevertheless, those who are informed about ICZM have a higher probability of paying for beach preservation. This suggests to policymakers that promoting public awareness about ICZM may increase the probability of paying. Finally, some categories of visitors, such as women and young and middle-aged people, have a higher probability of paying than men and older people, thus suggesting a more sensitive attitude to beach preservation. Therefore, policy-makers should also pay attention to the categories of visitors less likely to pay. [ABSTRACT FROM AUTHOR]

Abstract: Member States of the European Union and the Mediterranean Regional Sea need to elaborate national strategies for coastal management according to ICZM principles and to undertake national stock-taking, which must consider major actors, laws and institutions influencing the management of their national coastal zone. However, different approaches to coastal management and defence and various degrees of development and implementation of national ICZM strategies can be found. The research presented in this article aims to analyze the different situations and to contribute to the further development of a common approach in terms of methodology to establish stakeholder and users participation in ICZM. An extensive survey was conducted in five pilot sites along the European Mediterranean coastal zone (Greece, Italy and France) show beach visitors’ perception of ICZM, coastal erosion and coastal defence systems, and beach visitors’ Willingness To Pay (WTP) for beach defence. The survey yielded important information for coastal and beach managers. Surprisingly, the level of awareness about generic Coastal Zone Management was found to be rather low in all regions except Riccione Southern beach, Emilia-Romagna Region. In the Languedoc-Roussillon Region, this is justified by the fact that most of the respondents were not local people or beach visitors (other than recreational day-visitors). As regards coastal erosion it appears significant that, despite the lack of awareness demonstrated overall by stakeholders in the Region of East Macedonia and Thrace, visitors respond very positively to definitions and show awareness of the erosion process in their coastal system. In conclusion, in order to raise public awareness about ICZM, erosion and coastal defence systems, it is suggested that education, training and public awareness should be promoted as well as identification of local needs for the implementation of specific demand-driven studies. [Copyright &y& Elsevier]