Throughout recent decades, in the context of forest planning and management there has been an increasing demand for stakeholders' and citizens' involvement in the decision-making process. The investigation of stakeholders’ preferences in participatory forest planning has become of paramount importance in understanding priorities and preventing conflicts. This paper is aimed at combining a Multiple Criteria Decision Analysis (MCDA) approach, such as pairwise comparison and value measurement model, in order to assess stakeholders’ preferences for different goods and services provided by forests. The analysis of the results focused on assessing how pairwise comparison is able to heighten the information that can be obtained by the application of the value measurement model. The research was conducted within a framework of a Forest Landscape Management Plan (FLMP) in a case study in Southern Italy. 99 stakeholders were involved in the survey in order to analyze their preferences towards goods and services provided by forests (26 institutional actors, 44 technicians of public sector, 7 NGOs and 22 actors of agricultural-forest sector). Findings from the study highlighted that the pairwise comparison method made possible a first ranking of preferences that could be a useful tool to orientate forest planners in defining the priorities of FLMP.