: Today, the country's zoos are not in good condition due to lack of favorable conditions and necessary standards. In order to improve the condition of zoos, it is necessary to first notice the interest of people in relation to the facilities of the zoos, the type of animals, as well as the amount of willingness to pay for visit. The purpose of the study is to determine the quality of the unbuilt zoo in Isfahan in terms of design, amenities, existing species and species display by using the visitors' opinion and according to their willingness to pay.Therefore, using the conditional valuation method and basing the two-dimensional double-choice method with interviewing and filling out a questionnaire in different regions of Isfahan, the willingness to pay for entrance price as well as the conditions and quality of the zoo were investigated. The Logit model was used to estimate the willingness to pay. In order to evaluate the demand function, the linear model of the Logit was estimated and the linear model was obtained as for step-by-step removal of variables that were not statistically significant. Among variables in the model, the variables such as age, sex, monthly income of the household, occupation, proposed amount and marital status were significant and the coefficient of estimation of these variables was used to calculate the rate of willingness to pay. Using survey results of people's expectations about the conditions and quality of the zoo, we found that the people are interested in visiting animals in a relatively large environment where species habitat is as close as possible to the natural environment. Also, instead of using cages and metal bars, glass barriers and ditching ditches are used. For species, it is also desirable to visit at least 200 species from different parts of the world and their attraction is also important. The entrance price was obtained for each visit 44847 Toman. The results were compared with the entrance price of other recreational areas and zoos in Isfahan. Keywords:Conditional Valuation, Visitor, Isfahan Zoo, Willingness to pay, Conservation
