This study aims to measure the willingness to pay of the visitors for any objects in the tourism place in Goa Seplawan and to perceive factors which affect the willingness to pay. This study uses primary data with number of respondents 270 as random sampling. Willingness To Pay can be estimated by using the Contingent Valuation Method (CVM) approach. Based on the analysis, the average value of willingness to pay per person is Rp. 8,730 and rounded up to Rp. 9,000 which is obtained by dichotomous choice. Factors that significantly influence the amount of Willingness To Pay for responses of the visitor are income that have a positive and significant effect. Age, distance, frequency of visit, and satisfaction has negative and significant effect. While education level and visit time have a positive and insignificant effect on the Willingness To Pay