The aims of this research are to calculate the value of visitors’ willingness to pay (WTP) and to knowing factors that influence the visitors’ choices to fixed the quality of mangrove forests environment in Pasar Banggi, Rembang. The research samples conducted using by the random sampling method was choosing in a random from mangrove forests visitors. The analysis tools in this research is choice modelling approach using binary logistics model. The result of this research showed the visitors’ willingness to pay value of mangrove forest is Rp5.516,00 and the visitors’ choice to fixed the quality of Mangrove forests environment influenced by travel cost factor, the condition of mangrove forest, the visitors’ education and the mangrove forests attribute.