<p>This research presents a 2025 study conducted in Malalcahuello, a high-mountain village in the La Araucanía region of Chile, where the community depends on various ecosystem services, particularly those associated with forest-based tourism. The Best-Worst Scaling (BWS) method was applied to collect and analyze local perceptions regarding the relative importance of six ecosystem services: water regulation, environmental education ‘Information for cognitive development’ according to the Economics of Ecosystems and Biodiversity (TEEB) classification, biodiversity conservation, recreation and tourism, carbon sequestration, and climate regulation. The study incorporates advanced econometric modeling (Mixed Logit and Latent Class models) to robustly address heterogeneity in community preferences, significantly enhancing its analytical contribution. Results indicate that environmental education and biodiversity conservation are the highest prioritized services, reflecting the community’s immediate reliance on tangible ecosystem benefits. In contrast, carbon sequestration and climate regulation are perceived as less urgent, likely due to their abstract nature and long-term benefits. Latent class analysis identified two distinct preference segments –“Direct Use Oriented” (60%) and “Regulation Focused” (40%)- suggesting that management strategies should accommodate diverse value orientations within the community. These findings underscore the need for tailored communication strategies and suggest policy development that integrates biodiversity conservation and environmental education into local forest management, advocating for adaptive co-management strategies to improve policy legitimacy and effectiveness.</p>