In order to understand the multiple values of landscape, this paper suggests an evaluative methodology that takes into account a quantitative approach, public opinion, and an economic estimation. This study analyzes the coastal scenery of 40 Italian beaches using a fuzzy logic and a Contingent Valuation (CV). Each site was classified into five categories: Class I beaches were littorals with high natural settings / Class II sites were natural and semiurban beaches having low influences by anthropic structures / Classes III, IV, and V had lower evaluations due to poor physical and human condition. A questionnaire survey analyzed beach users&rsquo / preferences, judgment, and Willingness to Pay (WTP). Results suggest that landscape judgment is directly correlated to scenery assessment / therefore, beaches of Class I and II were judged beautiful while beaches of Class IV and V had poor judgments. Similarly, the importance given to the landscape was highest in Class I and II than in the others. WTP for the conservation of the selected beaches was about &euro / 16 per season. Our findings suggest that people are disposed to pay more for a beach with the top-grade of scenery (Class I and II) and low grade of urbanization. Moreover, WTP would rise for females and for nonresident users with an academic degree, which appreciated the coastal landscape.