Crowdfunding in tourism and leisure projects appears to be growing. However, little is known about why individuals participate in incentive crowdfunding from a theoretical perspective. To address the research question, this study aims to compare a theoretically integrated model regarding linkages among antecedents, attribution, trust, and behavior. This study conducted an online survey to collect the data from South Korea and employed partial least squares structural equation modeling for the data analysis. Results reveal that platform attribution has the greatest impact on trust in platform. Willingness to crowdfund is more influenced by trust in platform than trust in fundraiser.