Current methods for assessing the impact of road schemes do not incorporate a monetary value to the loss of landscape caused by a new road. The contingent valuation method (CVM) offers the opportunity to derive a value equal to the preservation benefits of alternative schemes which do not adversely affect the landscape. This study identifies the values attached, by those living within the former Newbury District, to the landscape affected by the Newbury bypass. The theoretical basis for CVM is explored and possible sources of bias are identified. The study demonstrates that, with careful survey design and delivery, bias can be minimized. The results of the study indicate that landscape preservation benefits can be significant (eg 8.71-13.74 million in the case of Newbury) and should be considered in the appraisal of scheme options. Evidence is presented to suggest that non-use values comprise an important part of landscape valuation. It is likely that, in the future, with increasing scarcity, environmental goods such as landscape will be valued more highly. This will increase the need to adopt assessment techniques that will improve the economic viability, and competitiveness, of more expensive engineering solutions which preserve the landscape - such as tunnels - in cases where there is an identifiable need for such new infrastructure. It may also lead to fewer but more environmentally friendly new road schemes. (A)