Context. Driven hunts exemplify the most representative form of big-game hunting in southern Europe.
Aims. We analysed hunter preferences for driven hunts and the marginal willingness to pay for their characteristics.
Methods. We conducted a discrete-choice experiment for driven hunts, taking into account the number of deer that could be hunted, the possibility of free-range wild-boar hunting, the presence of trophies, and other characteristics of driven hunts, such as congestion and travel time.
Key results. The highest influential driven-hunt characteristic on the utility of big-game hunters is the presence of trophy specimens, whereas for the small-game hunter it would be free-range wild-boar hunting.
Conclusions. Small-game hunters are reluctant to participate in the big-game market because of cultural factors and not because of budgetary restrictions.
Implications. Wildlife management and marketing of driven hunts can be improved taking into account the hunter preferences.