Based on social exchange theory and value–belief–norm theory, this study examines the effects of perceived benefits on tourists’ willingness to pay more (WTPM) in a national forest park in China, and the moderation roles of ecocentrism, collectivism, and power distance in these effects. The analyses on a sample of 556 tourists visiting Qiandao Lake National Forest Park showed that relaxation benefits and health benefits had a positive effect on tourists’ WTPM. In addition, collectivism and power distance positively moderated the effect of relaxation benefits on tourists’ WTPM; collectivism moderated the effect of health benefits on tourists’ WTPM. The research contributes to an enriched understanding of tourists’ WTPM in nature-based tourist attractions. Insightful management implications are provided for forest park destinations to better understand and manage tourist perceptions and behaviors.
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