Estimating the Non-Use Value of Laojun Mountain National Park: A Contingent Valuation Study with Cultural Identity Mediation in Yunnan, China

This study applies the Contingent Valuation Method (CVM) to estimate the non-use value of Laojun Mountain National Park, a culturally and ecologically significant site within the Three Parallel Rivers World Heritage region of northwestern Yunnan, China. Based on 219 valid survey responses, the analysis identifies education, income, occupation, cultural identity, and recognition of legacy values as significant determinants of willingness to pay (WTP) for conservation. Interaction effect logistic regression shows that the influence of cultural identity on WTP is moderated by income level and ecological awareness. Valuation results indicate that the park’s annual non-use value ranges from 79.697 to 260.841 billion yuan, based on median and mean estimates. Motivational analysis highlights aesthetic appreciation, cultural meaning, and intergenerational ethics as key drivers of conservation support, while refusal to pay is primarily attributed to expectations of governmental responsibility, especially among low-income and less-educated respondents. These findings advance theoretical understanding of bio-cultural valuation, offer practical guidance for the design of Payment for Ecosystem Services (PES) schemes, and underscore the importance of integrating socio-cultural dimensions into sustainable conservation finance and policy strategies.