In developed countries, abandoned industrial (derelict or underused) areas often occupy important parts
of the cities. This raises issues about the reuse of these areas as well as on the conservation of industrial
heritage they often entail. In order to help decision maker in understanding the preferences of inhabitants
for different reuse possibilities, different techniques have been used in the literature. Most of them were
based on Contingent Valuation techniques, while the competing approach, Conjoint Analysis, has barely
been used in this area of research. In this article, we present the results of a Conjoint Analysis experiment
on the reuse of a large, partly abandoned, port area in Trieste (Italy) featuring buildings with intermediate
historical and industrial heritage value. Three hundred computer-assisted interviews have been made on a
representative sample of Trieste inhabitants, eliciting their preferences for different reuse hypotheses and
building conservation scenarios. The collected data have been processed using Latent Class and Mixed
Logit models to explore heterogeneity among interviewees' preferences. Our findings indicate a very clear
preference in favour of tourism and leisure oriented uses. On the other hand, preferences in terms of
conservation and the impact of cost are much more difficult to measure. This difficulty persists even
when specified or non specified heterogeneity is taken into account, although Mixed Logit estimates
provide more convincing results.
