<b>Discrete choice experiments: Environmental Improvements to Airthrey Loch Lake situated within the University of Stirling Campus</b>

This presentation explores the application of Discrete Choice Experiments (DCEs) to evaluate public preferences for environmental enhancements to Airthrey Loch, a freshwater lake located on the University of Stirling campus. The study aims to identify the most valued ecological and recreational improvements such as water quality, biodiversity, and access facilities by analyzing how individuals make trade-offs among various attributes. The results provide insights for policy-makers and campus planners to design sustainable and community-preferred interventions. This work bridges environmental economics and conservation strategy using empirical, choice-based data analysis.