Being one of the specially protected areas declared by Environmental Protection Agency for Special Areas in Turkey (EPASA), Göcek Bay is threatened by increasing boat tourism. Because of the insufficient legal practices and regulations, boats continue to discharge their domestic waste and bilge wastewaters to the bay. Large scale measures are being planned for decreasing the pollution and protecting the region. For a sustainable coastal management, technical, social, political and economic tools are needed to be used. For environmental investments, it is necessary that they should be identified in monetary terms to aid decision makers. In this study, data from a Choice Experiment survey done in the region is used to present the basic perception of users of Göcek towards the environmental problems and future investments and a binary logit analysis is done to show the motivations behind peoples' willingness to pay for the planned improvements. © 2012 ASCE.