The population of the unique and critically endangered species Malayan tiger (Panthera tigris jacksoni) continues to decline to less than 200 in the wild, demanding immediate attention to apply conservation plans. Thus, this study determined visitors' preferences and estimated their willingness to pay for Malayan tiger conservation attributes in Taman Negara Park in Pahang, Malaysia. Choice experiment method was used to estimate multinomial and mixed logit models. The selected attributes were related to number of tigers, tiger prey and rangers, frequency of awareness programmes, buffer zones, and conservation fee. The estimations were done with basic and interaction models of visitors' socio-demographic characteristics. Results revealed that increasing the number of tigers was the most preferred attribute with the willingness to pay varying from MYR15.42 to MYR18.07 (US$3.7 to US$4.4) between the models. The results also revealed that education and gender significantly impacted visitors' preferences. Visitors with high education level are willing to pay to increase tigers' prey. In addition, males are willing to pay to increase the awareness programme frequency, whereas females are willing to pay to increase the number of prey and rangers. These findings would support policymakers in applying an efficient conservation budget allocation to develop conservation management plans.

独特和极度濒危物种马来亚虎（Panthera tigris jacksoni）的种群野生动物数量继续下降到 200 只以下，需要立即关注以实施保护计划。因此，这项研究确定了游客的偏好，并估计了他们愿意为马来西亚彭亨州 Taman Negara 公园的马来亚虎保护属性付费。选择实验方法用于估计多项式和混合logit模型。选定的属性与老虎的数量、老虎猎物和护林员的数量、意识计划的频率、缓冲区和保护费用有关。估计是通过访问者社会人口特征的基本模型和交互模型完成的。结果显示，增加老虎数量是最受欢迎的属性，模型之间的支付意愿从 MYR15.42 到 MYR18.07（3.7 美元到 4.4 美元）不等。结果还显示，教育和性别显着影响游客的偏好。受教育程度高的游客愿意花钱增加老虎的猎物。此外，男性愿意付费以增加意识计划的频率，而女性愿意付费以增加猎物和游侠的数量。这些发现将支持政策制定者应用有效的保护预算分配来制定保护管理计划。