These days, as each region pursues its own particular style of development and revitalization, the role of people outside and visit there is becoming much more important in preserving its locality. To explore the role of tourism to sustain the uniqueness of each region, this paper examines how much the tourists will pay for encouraging and managing the locality of scenery. This research also aims to analyze how much the tourists pay for their food experiences in the tourism area by taking a questionnaire survey. The questionnaire surveys were conducted to the tourists visiting Yufuin and 366 valid respondents were received. The result suggests that the locality is perceived to be valuable by the tourists and that they are willing to contribute to preserving it. It also shows that there are some differences in each of the evaluation they had of the locality and it derives from the distance between the tourism area and the places they live.
