Reumo
This study aims to verify the willingness of visitors in contributing towards the preservation and conservation of Rio Cocó Ecological Park. The Contingent Valuation Method [CVM] was used with estimation of the values of the Willingness to Pay [WTP]. This is a descriptive and quantitative study conducted through a survey in which 159 questionnaires were applied with park visitors. The techniques of descriptive analysis, logistic regression and calculation of total WTP were used. The results indicated that 58% of respondents are willing to pay to visit the park. As for the sample, it was evidenced that: 64% were female; 25% had dependents; the average number of visits to the park was 2.09 visits per year; the mean age was 29.69 years; and the average salary of the respondents was R$ 3,669.00. Logistic regression reveals that family income, gender and number of dependents have positive influence on WTP while schooling and conservation influence negatively. There was also an average WTP of R$ 11.53 to visit the park and a total WTP of R$ 44,194.49 per month. It is concluded that most visitors are willing to pay to enjoy the ecological park in exchange for improvements in its preservation and conservation.