Willingness to Pay (WTP), Willingness to Work (WTW) and Willingness to Accept Compensation (WTA) are the three quantitative criteria for assessing local ecological asset values for the social aspects of ecosystem services and residents' willingness to contribute to and receive compensation for tourism ecology. The objectives of this study are to estimate the residents' willingness to pay, work and accept compensation for conservation at Sanjiangyuan National Park, and to analyze the relationship between residents' attitude towards tourism ecology and the ecological assets of the National Park based on a standard questionnaire survey. The dichotomous choice Contingent Valuation Method (CVM) was employed to determine the willingness. The survey conducted in 2018 collected WTP, WTW, WTA, socio-demFographical information, social trust and resident perceptions toward tourism impacts and relevant management strategies from 244 residents in two counties. Based on generalized linear modeling, income and education level are important for residents' WTP and WTA, but other social characteristics, such as gender and age, do not have significant effects. The social trust is found to be a significant factor on residents' willingness, despite the limitation on education level. Also, government funding is associated with residents' inclination to WTP, WTW and WTA, but the support levels differ among the two counties due to geographical and social heterogeneities. The estimated WTP, WTW and WTA for the Sanjiangyuan National Park in 2018 were 1.2448×10⁷ yuan, 1.247×10⁶ hours and 2.3232×10⁷ yuan yr^–1 based on the survey and published demographics. This study, for the first time, estimates the WTP, WTW and WTA for the Sanjiangyuan National Park and informs ecological conservation managers and policy makers. Ultimately, to maintain the long-term benefits arising from sustainable development, compensation should be specifically tailored and site-dependent, and development measures based on local resources should be adopted by governments to actively support eco-tourism activities.