The coral reef ecosystem has experienced destruction from human and natural impacts which will increase in the future. Coral restoration depends mainly on large scale conservation efforts. These efforts require funds and other resources to be effective. This study will apply a framework based on Protection Motivation Theory to understand tourist willingness to donate towards coral reef conservation. We posit that the fear-arousal from threat scenarios presented (climate change, dredging, etc.) in conjunction with a level of hope associated with various mitigation strategies (coral fragment transplanting, coral nurseries, genetic modification and manmade reefs, etc.) will enhance protection motivations which, in turn, may drive stronger willingness to donate to conservation efforts