As a special ecological and geographical region, the Tibetan Plateau provides various ecosystem services for the surrounding areas. Does the ecosystem service perceive differently from the public who have regional characteristic respectively? Meanwhile, would the regional difference influence the valuation of the Tibetan Plateau and ecological management measures? Based on 13254 questionnaires from 27 cities in China, this paper aims to value the ecosystem service and the drivers of public willingness to pay, and probe into the spatial heterogeneity in the above-mentioned verdict. The results show that: (1) The sorts of average maximum willing payment are: Northeast and North regions (1185.7 yuan/year) > Southeast coastal region (1021.1 yuan/year) > Northwest region (1012.3 yuan/year) > Central region (957.1 yuan/year) > Southwest region (894.7 yuan/year). (2) The allocation proportion sequence of ecosystem services is sorted as water conservation > carbon fixation > soil retention > biodiversity conservation > pollution decomposition > aesthetic existence. The allocation proportion of payment has no spatial heterogeneity in water conservation and aesthetic. The people in Northwest and Southwest regions are willing to pay more in soil retention, while those in Southeast coastal, Southwest and Central regions are willing to pay more compared with North region in pollution decomposition. It is difficult to grasp the spatial heterogeneity in carbon fixation and biodiversity conservation. (3) The drivers of public willingness to pay are ordered as ecosystem management attitudes > subjective indicators > objective indicators. (4) The types of ecosystem services and the level of urban development are the dominant factors for the regional differences of payment amount. The spatial difference has no influence on water conservation and aesthetic existence, and the objective indicators of the first-tier cities link less tighter to the payments than others do. Spatial distance only affected the correlation between biodiversity conservation and per capita monthly income. The findings can enhance the publicity of ecosystem management in the Tibetan Plateau.