In combination, the economic realities brought about by globalization, and the sustainability goals set by the European Union, translate into contradictory challenges for European cultural landscapes. With its high natural and cultural diversity, Transylvania (Central Romania) is facing the choice between development based on a "production for profit" logic, with the risks of a liberalized land market, versus a largely untested development pathway based on sustainability, landscape multifunctionality and conservation. In the context of these largely externally imposed and contradictory development pathways, clarifying the viewpoints and preferences of local people is important, and may help explain the outcomes of past policies, as well as inform future interventions. We undertook a photograph-based Q methodology study - interviewing 129 residents from 30 villages - to understand and explore the diverse range of landscape preferences held by locals in Southern Transylvania. We clarified these preferences by identifying groups of participants who shared similar viewpoints regarding local landscapes and their changing purpose. Our findings revealed five different "preference narratives" about Transylvanian landscapes, namely (1) landscapes for prosperity and economic growth; (2) landscapes for traditions and balanced lifestyles; (3) landscapes for human benefit; (4) landscapes for farming; and (5) landscapes for nature. Our systematic assessment of narratives showed areas of consensus and disagreement among participants. We relate the five preference narratives to current management approaches targeting rural landscapes. We conclude by suggesting policy approaches to tackle the diversity of opinions and interests found in this culturally and ecologically diverse landscape. Important policy priorities include fostering economic diversification and improving social capital. © 2014 Elsevier Ltd. ; In combination, the economic realities brought about by globalization, and the sustainability goals set by the European Union, translate into contradictory challenges for European cultural landscapes. With its high natural and cultural diversity, Transylvania (Central Romania) is facing the choice between development based on a "production for profit" logic, with the risks of a liberalized land market, versus a largely untested development pathway based on sustainability, landscape multifunctionality and conservation. In the context of these largely externally imposed and contradictory development pathways, clarifying the viewpoints and preferences of local people is important, and may help explain the outcomes of past policies, as well as inform future interventions. We undertook a photograph-based Q methodology study - interviewing 129 residents from 30 villages - to understand and explore the diverse range of landscape preferences held by locals in Southern Transylvania. We clarified these preferences by identifying groups of participants who shared similar viewpoints regarding local landscapes and their changing purpose. Our findings revealed five different "preference narratives" about Transylvanian landscapes, namely (1) landscapes for prosperity and economic growth; (2) landscapes for traditions and balanced lifestyles; (3) landscapes for human benefit; (4) landscapes for farming; and (5) landscapes for nature. Our systematic assessment of narratives showed areas of consensus and disagreement among participants. We relate the five preference narratives to current management approaches targeting rural landscapes. We conclude by suggesting policy approaches to tackle the diversity of opinions and interests found in this culturally and ecologically diverse landscape. Important policy priorities include fostering economic diversification and improving social capital.