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Cultural heritage is important in sustaining community identity and boosting local economies via tourism. Stakeholder theories suggest that residents and nonresidents may have different perspectives on the values and meanings attached to cultural heritage. Focusing on the Grand Canal in China, designated as World Heritage Site in 2014, this study aims to estimate and compare residents and nonresidents' willingness-to-pay (WTP) for the preservation of the Canal. A field survey of tourists visiting the Grand Canal was conducted between 12 April and 2 May 2015. Logit models were estimated to compare factors influencing WTP between residents and non-residents. Similarities and differences between residents and non-residents were found. Main differences were the effect of place identity and revisit intention differed between residents and non-residents. WTPs for the preservation of the Canal were larger for residents than that for non-residents. [ABSTRACT FROM AUTHOR]