ABSTRACT This study examined the moderating role of tourism fatigue on the relationship between environmental behaviours and willingness to pay for natural protected area sustainability grounded in the Theory of Planned Behaviour and Value-Based Norm theories. Using Partial Least Squares Structural Equation Modelling (PLS-SEM), we analysed 264 tourist responses to validate the relationship between environmental consciousness, beliefs, and support for protection on willingness to pay and the moderating role of tourism fatigue in these relationships. The results indicate the significant relationship between environmental consciousness, beliefs, and support for protection and willingness to pay ecological fees for natural protected areas. However, tourism fatigue did not significantly moderate environmental behaviours and willingness to pay, stressing that tourists with positive environmental behaviours remain unaffected in their support for sustainability despite experiencing fatigue from frequent travels to protected areas. Findings emphasise the crucial role of transparency in allocating ecological fees towards natural protected area conservation.