Despite favorable locations and the potential for economic development, Native American tribes have not developed their ecotourism markets substantially. This paper presents a choice experiment analysis of potential tourist and local resident preferences for alternative ecotourism development scenarios for the Standing Rock Sioux Indian Reservation. The choice experiments- elicitation featured attributes of both cultural and nature-based tourist attractions. Survey results demonstrated that visitors interviewed at powwows had significantly different preferences from those interviewed at local tourist attractions. Results from all samples showed positive preferences towards an amphitheater, a nature trail, and a bison meal, and no preference toward an ATV trail. Non-powwow tourists had significant willingness to pay for a number of potential attractions, including nature trails, a road through the bison pasture, and an interpretive center with amphitheatre show.