Willingness to pay for the ecotourism facilities and services at Taman Negara Kuala Koh, Kelantan

National Park is one of the most important and attractive treasures in the world. This is due to the national park still has all the valuable resource and can benefit people in different ways. Taman Negara Kuala Koh (TNKK) is one of National Park that provided ecotourism activities for visitors such as research, education and recreation. The objectives of this study to determine the visitor’s Willingness to Pay (WTP) for conservation of the ecotourism resources at Taman Negara Kuala Koh (TNKK) by using Conjoint Analysis Method (CJ). The Conjoint Analysis Method (CJ) was used to elicit Willingness to Pay (WTP) among visitors. A total of 113 respondents were involved in this survey. The questionnaires were distributed to visitors at TNKK and also interview was applied among respondents to complete the survey. The results show that most of visitors have come to TNKK more than once and they are willing to pay for conservation at TNKK. A logit regression model was used in this study to determine visitor’s WTP. Besides that, the results indicated that education level and income level were significant variables that influencing the visitors’ WTP for the entrance permit to TNKK. The estimated mean WTP at TNKK was 1.20 per visit. It can be concluded that, visitor’s WTP gives benefits to conserve ecotourism resources at TNKK and suggestion by respondents also will give benefits to TNKK in future.