Understanding a site-choice behavior of park visitor has been a major focus of research in management of national parks and protected areas. This paper addresses a site-choice behavior of general public using choice experiment for six national parks in Hokkaido, Japan : Rishiri-Rebun-Sarobetsu, Shiretoko, Daisetsuzan, Akan, Kusiro-Shitsugen, and Shikotsu-Toya National Park. The result shows that visiting each national park is valued by respondents. The highest willingness to pay is JPY 80,767 for visiting Shiretoko National Park, and the lowest is JPY 16,476 for Shikotsu-Toya National Park, for example. In addition, a short travel time is positively valued as expected. A willingness to pay for additional one hour is JPY-2,289. On the basis of the results and rates of past visitation for these national parks, recreation opportunities expected by visitors are all different respectively, therefore; role-sharing and characteristic park plans to meet various taste of recreation or tourism in Hokkaido need to be prepared.
