This study aims to measure the value of willingness to pay (WTP) of the visitors for admission to Kraton Ratu Boko and its determinants in purpose of environmental preservation. This research is analyzed through Contingent Valuation Method (CVM) approachbased on primary data by providing questionnaire to 105 respondents. Sampling was done by purposive sampling technique. Then, this research is processed through multiple linear regression by using SPSS 16. Based on the result, there is no strong evidence that age and gender do not seem to haveany impact on WTP. Meanwhile, there is enough evidence that education level and income positively affect WTP, whereas distance seems to have negative impact on WTP. The value of WTP is Rp8.685, - with a total value of tickets is Rp 33 685, -