Public lands in the U.S. are under pressure to increase self-generated revenues due to the gradual budget reduction. Implementing entrance fees is considered an option, but its impact on visitation and revenue is controversial. This study aimed to examine the impacts of entrance fees on national park visitors’ post-purchase evaluations and on-site behaviors. Additionally, the framing effect for the free entrance was assessed. This research adopted a scenario-based experimental approach. Participants were randomly assigned to one of three entrance fee conditions: a fee condition, a free condition, and a discount-framing condition. The results showed that visitors perceived lower price value and lower intentions to revisit when there was an entrance fee. Moreover, it was found that visitors intended to spend more money when the free entrance was framed as discounted. This research suggested that public land managers should cautiously adopt entrance fees and strategically impose the free admission
