Land management in Alpine Parks provides multifunctional services to separate groups of users. Choice experiments can be used to derive estimates of value for different management attributes. However, little research has been conducted on how frequently respondents ignore attributes used to describe policy management scenarios. We fill this gap using an approach that identifies and compares both serial and choice-task attribute non-attendance addressing five different visitor types. Our results indicate that accounting for choice-task non-attendance significantly improves model fit and yield estimates of marginal WTP with a more plausible pattern of signs and greater efficiency.