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Rural tourism is the important engine for rural development, but on the other side, it brings environmental problems. Program Bedah Menoreh is one of rural tourism which has connectivity between tourism destinations on Menoreh hills. Sidoharjo dan Gerbosari are two villages which are projected as a rural tourism. The economy aspect and sustainability are two aspects to be balanced, as a critical aspect in rural area in developing countries. Aim of this study is to valuate the rural tourism on the village. We use the contingent valuation method (CVM) to analyze the tourist willingness to pay to conserve the tourism area in two villages. The result are almost all tourist are concern about the sustainability of rural tourism area