This study aims at investigating the antecedents of willingness to pay for premium price in tourism context. The object of the study is Labuan Bajo, a well-known tourist destination in Indonesia which is targeted as a premium class destination by the government. Data were collected through a self-administered survey and analysed with quantitative approach. Findings reveal that willingness to pay premium is influenced by interdependent trait indirectly through ecotourism attitude. This result discloses the role of personality differences in affecting willingness to pay premium tourism. Theoretical and practical contributions of the present study were discussed.