Abstract:In order to protect the lake ecosystem services, and provide some useful advices on the security management, advocacy and prevention recommendations, the relatively mature method—Contingent Valuation Method (CVM) was used to be associated with a questionnaire survey to evaluate the valuation of the ecosystem services of Hongze lake. Using field research methods and the questionnaire survey with the form of willingness to pay (WTP), we evaluated the influencing factors to pay for the lake ecosystem services combined with correlation analysis and regression analysis. As a case study, 520 payment card CVM questionnaires were surveyed and 498 as useful questionnaires were feed back. Distribution shape and rule of willingness to pay were probed. Logit model was taken to analysis the main impacting factors in the process of evaluation. At the same time, comparative analysis of WTP was made in the different groups of people for restoring the function of the lake ecosystem services. Through multivariate statistical analysis in the case of Hongze Lake ecosystem recovery, some key factors were found to be quite important to WTP, such as the annual income of the family, trust to the government and the attitude to the environmental protection. At last, based on the results of the logistic models, some reasonable and useful suggestions were provided to the government, and some effective references were given to the policy-makers for choosing the target groups of people about public communication and public education programs.