Today, with the increasing attention of economic policy makers to economic development and
growth, and less attention to the effects of this growth and development, we are witnessing the
destruction of environmental goods. One reason for the lack of attention to environmental issues is
the lack of awareness of their actual value. So, environmental studies can be helpful. In this study,
we want to determine the factors affecting the willingness to pay for visitors of Nazhvan Park which
is located near the Zayandehrood River. Results from 313 questionnaires were completed from
visitors and estimating Logit model shows that the offer price variable at 1%, sex and numbers of
visits variables were significant at the 10% level. Finally, the average willingness to pay for
recreational use of the Nazhvan Park visitors, was calculated to 1530 Rials. Given that women are
more willing to pay, so building the parks for ladies in the city has economic justification. This means
that costs of keeping the park can be met from visitors. Numbers of visits variable is significant and
has positive impact on willingness to pay. So, improving transportation system for better access to
the Park can increases non market valuation of Nazhvan Park and visitors' satisfaction.