The increasing popularity of natural areas can generate both positive and negative effects on the natural and physical resources of the environment where they take place and also decrease the level of visitor satisfaction. The quality of visitor experiences must be maintained at a high level to contribute their full potential to society and nature conservation and this shows how they recognize their responsibility as a member of society to maintain the attractions of natural areas. This study contributes to this discussion by supplying some results from a Contingent Valuation survey, which investigated tourists’ Willingness To Pay in Central Guilan Forests in the north of Iran, as a part of Hyrcanian forests. These forests in the temperate broadleaf and mixed forests biome, contain broad leaf forests remnants of the early Cenozoic Era. Based on field surveys during spring and summer 2015, 540 random sample of respondents in two different zones (those with high and low number of visitors per area) in central Guilan forests were chosen and asked some questions about the forests, their visit experience and their Willingness To Pay for entrance. The results show that in the same conditions, these two groups have different WTPs. In other words, while crowded, the visitors willing to pay would be 40% less.
