The study looked at how much people are willing to pay to protect the biodiversity of Altunshan Nature Reserve in Xinjiang, China. They used surveys and statistical models to see how factors like gender, job, education, and income influence people's willingness to pay. Results showed that women, public servants, company employees, and teachers are more willing to pay. People with higher education and income levels are also more willing to pay. On average, people are willing to pay RMB 104.4 per year, and the total non-use value of the reserve is RMB 436.9 billion annually.