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For the past decade, Important Agricultural Heritage Systems (IAHSs) have become research hotspots because of their rapidly increasing number. The non-use value is an important part of the value of an IAHS, and if ignored, the total value of an IAHS may be underestimated in part. Litchi is native to southern China, and its farming system is an important agricultural heritage with Chinese characteristics and global influence. In this context, the present study attempts to investigate the willingness to pay (WTP) of local residents and assess the non-use value of the Lingnan Litchi Cultivation System (Zengcheng) in Guangdong, China. To this aim, a survey was implemented on four sites in Zengcheng with the application of the contingent valuation method (CVM). Based on the analysis of 458 questionnaires, the WTP rate of residents in the heritage site is 66.6%, and the mean WTP is 62.5 Chinese yuan (CNY) per year. The total non-use value of the Lingnan Litchi Cultivation System (Zengcheng) is 49.9 million CNY. The option, bequest, and existence values in 2018 are estimated to be 20.1, 13.7, and 16.1 million CNY, respectively. Results of the logistic regression analysis indicate that variables of age, education level, financial burden, and heritage value cognition are significant factors of WTP for protecting litchi heritage. Compared with similar studies in China, the mean WTP and positive payment rate in this study are at a medium level. Resource attributes and local cultures may have significant impacts on the composition and estimate of the non-use value of an IAHS. The results of this study can be beneficial to the dynamic conservation and adaptive management of IAHSs. Full article