Based on the survey data of 301 farmers in Ziquejie terrace, this article makes empirical study on households' willingness to pay for agricultural heritage protection and analyzes the influencing factors of households'willingness to pay. Data analysis reveals that most respondents (71.76%) have a willingness to pay for this agricultural heritage. Highest contribution of willingness to pay mainly concentrates in 100 CNY and the highest average WTP was 70.37 CNY. The main reasons of unwillingness to pay are as following: 38.14% of the respon...