Participatory Assessment of Cultural Landscape Ecosystem Services: A Basis for Sustainable Place-Based Branding in Coastal Territories

Cultural ecosystem services are difficult to evaluate due to their subjective nature and the lack of indicators of the benefits they provide to people. This study applied an innovative methodology to assess the cultural landscape’s ecosystem services in the coastal countryside of La Janda in Cádiz, Spain, based on heritage assets situated outside urban centers. After identifying 700 cultural landmarks scattered throughout La Janda that represent the region’s cultural values and foster feelings of identity and belonging at a local level, public domain routes totaling 243.78 km have been selected to appreciate them. These routes have been incorporated into an Android application, enabling users to access a bibliographic summary of the landmarks and generate data on social preferences when contemplating cultural heritage. Integrated into a Public Participation Geographic Information System, these data serve as an indicator for evaluating cultural ecosystem services and support efforts to conserve and enhance the cultural capital spread across the territory. These data also allow for the identification of symbolic and emotional values linked to place identity, offering valuable inputs for sustainable place-branding strategies that promote the territory beyond conventional tourism models.