The logit regression model was used to measure the willingness to pay, and the parameters of this model were estimated based on maximum likelihood (probability) method. For this purpose, 377 double-duplex questionnaires were completed by random sampling method in Kohgiluyeh va Boyer Ahmad provinces. Based on the results, over 68.3% of respondents, they expressed their desire to participate in the protection of the Dena protected area. The results of the Logit model estimation showed that the coefficient of variables such as the desire to protect the region, household income, distance from the region and the suggestion are significant at the probability level of 1%. The results of this study indicate that the average willingness to pay for the protection of the area is 36918 Rials and the protective value per household is 443025 Rials per year. The average per hectare of ecosystem protection against 879.1 thousand Rials (according to the area of ​​93821 hectares area) is obtained. The protective value was determined 82478.5 million rials / year in the study area. With attention to findings extracted from this research, a reasonable pricing policy can be found to protect the natural resources of the Dena area.