Abstract: It is one of the prerequisites for the implementation of tourism ecological compensation policy that to understand the willingness of tourists to pay for the tourism ecological compensation. This paper took Huangshan scenic area as an example to analyze the willingness to pay and the reason of rejection. In order to provide the basis for constructing the mechanism of tourism ecological compensation in national parks, the binary logistic regression was used to analyze the influencing factors of their willingness to pay, such as tourists’ personal characteristics, tourism environmental impact cognition, tourist satisfaction, tourist revisiting willingness and the cognition of ecological compensation. The results show that: (1) tourists have relatively high willingness to pay for tourism ecological compensation in Huangshan scenic area. When visiting the Huangshan, 86.7% of tourists expressed willingness to pay, while only 13.3% of them rejected. (2) According to the regression results, the gender, age, revisiting willingness and the compensation necessity cognition have significant influence on willingness to pay. The willingness to pay of women is higher than that of men, and the age has an obviously negative effect on the willingness to pay. However, the revisiting willingness and the compensation necessity cognition have significantly positive impacts. The willingness to pay at 10% significance level is barely influenced by the other 7 factors, such as education level, monthly income, tourism environmental impact cognition, tourist satisfaction and the compensation policy cognition. However, the statistical results suggest that education level, environmental quality assessment, the fear of environmental damage, the importance of ecological environment and tourist satisfaction have positive effects on the willingness to pay for the tourism ecological compensation. The monthly income and compensation policy cognition have the inverted “U” type nonlinear relationship with the willingness to pay.