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In order to estimate the ornamental value of trees, many countries use specific parametric methods, which however are based on a subjective choice of parameters and assignment of respective weights. Aim of the paper is the overcoming of the above limits through the implementation of a different methodological path based on Choice Experiments. It allows the anchoring of the ornamental value to the utility that the community derives from the enjoyment of aesthetic, architectural, historical and cultural externalities of trees. [ABSTRACT FROM AUTHOR]