This research aims to measure the willingness to pay (WTP) and estimate the factors which affect the willingness to pay (WTP) for improving environmental quality Gembira Loka Botanical Gardens and Zoo Yogyakarta. The research employs the travel cost method (TCM) and contingent valuation method (CVM). The respondents of this research are visitor Gembira Loka Botanical Gardens and Zoo Yogyakarta as many as 110 people. The results showed that by using the travel cost method (TCM), travel cost and the facility have significantly negative effect on the frequency of visits, respectively. While age has significantly positive effect on the frequency of visits. By using the contingent valuation method (CVM), income has significantly positive effect on willingness to pay (WTP) for improving environmental quality Gembira Loka botanical gardens and zoo Yogyakarta. For while the frequency of visits has significantly negative effect on willingness to pay (WTP) for improving environmental quality Gembira Loka botanical gardens and zoo Yogyakarta