The eco-tour has been encouraged in Shiretoko, a world heritage site, northern Japan, to balance nature conservation with local economy. To keep the number of participants of the tours, acquiring both of new visitors and repeaters is needed. The purpose of this study is to examine what kind of eco-tour should be provided to acquire the new visitors and the repeaters. To understand the preferences of them, choice experiments were applied to general public which contains potential new visitors and on-site visitors which contains potential repeaters. The result shows that the potential new visitors prefer the famous destinations such as Kamuiwakka, while the potential repeaters prefer the sites where they can enjoy primitive settings such as Lake Rausu. Furthermore, there are differences between the preferences for the quality of lecture provided by tour guides and the number of the participants of a tour. The potential repeaters only prefer detailed explanation of the guides and the tour with the small number of participants.