Abstract: Altunshan Nature Reserve is rich in rare gene resources and unique plants and wildlife species. This paper uses payment card questionnaire and establishes logistic model to discuss the relationship between willingness to pay ( WTP) and residents-socio-economic characteristics. The relevant factors on WTP are tested with the Kendall correlation coefficient. The authors carry out a quantitative assessment on non-use value in biodiversity of Altunshan Nature Reserve in Xinjiang, China with contingent valuation method (CVM). Results indicate that WTP is affected by interviewees-gender, job, education level and monthly incomes. Women are more willing to pay than men. Public servants, company employees and teachers are more willing to pay. The group of highly educated and high incomes is more willing to pay than those of low-level education background and less incomes. The payment amount is relevant with interviewee-s location, monthly incomes, job and education level. The research calculates that per WTP is RMB 104.4 every year, and the total non-use value of Altunshan Nature Reserve is RMB 436.9 billion every year.