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Understanding local community attitudes toward wildlife is critical for making context-sensitive conservation planning and management decisions that may facilitate better human-wildlife coexistence. We conducted questionnaire-based interviews with local households in the Qinglong village of Mayanghe National Nature Reserve (MNNR) in China from March to August 2015. We used a mixed analysis technique based on a theoretical framework of categorical variables to explain attitudes to investigate the key factors that influenced local attitudes toward Endangered François' langurs (Trachypithecus francoisi). We found that 53% (40, N = 75) of interviewees liked François' langurs presence around the village; 27% did not; and 20% were neutral. Respondents with favorable attitudes to langurs associated them mainly with tangible benefits from local tourism and their positive aesthetic and emotional values. Respondents with negative attitudes to langurs associated them with tangible costs such as crop feeding and the destruction of their houses. Over half (N = 9) of respondents with neutral attitudes associated langurs with various cost and benefit trade-offs. Overall, local people tended to have slightly negative perceptions of the langurs' impacts at the household level, while they had very positive perceptions of their impacts at the community level. Ordinal logistic regression models revealed that age, gender, and impact perceptions were significantly associated with local residents' attitudes towards the langurs at the household and community levels. We suggest that such socioeconomic monitoring efforts should be periodically conducted in protected areas like MNNR, especially in the context of rapid economic and infrastructure development.

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