Abstract: [Objective] Valuation of forest culture in Miaofeng Mountain was intended to provide an example for valuation of forest culture in other areas of China, and to develop approaches to the quantitative assessment of the cultural value of China's forest. [Method] In order to assess the cultural value of forest in Miaofeng Mountain, interviews were conducted to analyze the recognition of forest culture by using Contingent Valuation Method. Factors influencing the willingness to pay of the respondents were analyzed by using stepwise regression method. [Result] Ancient and famous trees, fables and allusions, and legends of sacred mountains are most popular cultural symbols for the respondents. The respondents comprehended forest culture through a variety of ways, and internet and books were the main approach. Fruit collection in forest was the mostly accepted way of participation in practices related to forest. More than 94% of the respondents agreed that the forest has cultural value. The highest recognition by the respondents was relief of depressed mood as the gained benefit (82.32%), followed by physical exercise (62.20%) and entertainment (45.12%). The willingness to pay for the forest culture in Miaofeng Mountain was 100 RMB per capita, and the most important influencing factor was the annual income of individuals, followed by approbation to forest cultural value and educational background of the respondents. Worries about the transparency of the uses of paid fees was the most important reason for rejecting pay. Most respondents (53.05%) expressed willingness to pay for producing arts associated with the Miaofeng forest culture, and donation was the most acceptable way of payment by respondents. [Conclusion] A variety of deviations in understanding, mental account, pattern of payment and starting point of bidding, may cause errors in the contingent valuation. Even as a preliminary estimate, the methods and conclusion in this study could be used to provide the basis for management decisions associated with construction and protection for forest culture. In addition, the key to enhance the forest cultural value was how to improve people's perception of forest culture and degree of participation. Along with the deepening of understanding of forest functions and the changing relationship between human and forest, the connotation of the forest culture was expanded. How to accurately assess the value of the forest culture is a viable and hot issue worldwide and needs to be further studied.

Key words: Miaofeng Mountain, forest culture, value evaluation, contingent valuation method, influence factors