This paper contains results of contingent valuation (CV) and positional analysis (PA) surveys of Tatras National Park in Slovakia that were carried out in the summer 2007 on a sample of 627 respondents. Willingness to pay based on an open-ended CV survey was used to determine the recreational value of the park. The application of the PA concerning the choice of the most preferred scenario of future development showed that residents want changes focusing on tourism and creation of more job opportunities in the ecological economy. The implementation of the results into the regional planning and decision-making process was proposed through the internalization of externalities into taxes, a comparison with the current economic and social development plan, and the institutionalization of the “TANAP fund” financed by visitors´ entrance fees, whose main function will be the conservation of the national park.