Much of Hawaii’s economy relies on its unique marine environments, which are threatened by degradation from stormwater runoff. Using a stated preference method of choice-based conjoint (CBC) analysis, based on stylized photographs, this study examines both residents’ and visitors’ marginal value for levels of attributes associated with Hawaiian beach recreation. Each attribute (sand quality, water quality, congestion and water safety conditions) was significant for both residents and tourists, with water quality being the single most important attribute. There is little distinction between resident and tourist marginal value, except for a greater value lost for below average water quality among tourists.