The Breton landscape of Monts d'Arrée has experienced extensive changes in recent years, leading local institutions to envisage special landscape measures. In a climate of growing environmental concerns and economic awareness of the landscape issue, the multi-attribute choice method is applied to the economic evaluation of the Monts d'Arrée landscape. Based on tourists' preferences for the area's landscape attributes ­ expressed by a field survey ­ we estimate willingness to pay for changes to these attributes (boggy moors, non-traditional building and a landscape of small fields and hedges). The multi-attribute choice evaluation method has rarely been applied to the environmental economy and is presented here with an emphasis on the usefulness of this technique for evaluating a good such as the rural landscape. Certain findings are original in that they bring to light a moor-attribute use conflict between local managers and tourists, which raises the question as to what grounds justify implementing a landscape measure. The ratio of indirect utility to the monetary attribute is also analysed based on the idea of moral satisfaction procured by financing a public good such as the protection and restoration of a landscape.