The perception of cultural ecosystem services (CES) among rural residents and its interaction with the environment is crucial for enhancing environmental quality and the well-being of residents. Taking Sishili River Valley in Zhejiang as a case study, by utilizing the Willingness to Pay method, Public Participation Geographic Information Systems (PPGIS), and the MaxEnt model, we evaluate CES in rural areas. The key findings are as follows: (1) Rural residents have high demands for recreation, aesthetics, and historical culture, with preferences further influenced by age and residential environment characteristics. (2) Hotspots of regional CES include the town center area where Fenghui Ancient Town is located, the rural area south of Tongming Sluice, the Dongming Mountain Scenic Area by Siming Lake, and Hengkantou Village rich in red resources. In contrast, cultural ecosystem disservices(CEDS) are mostly distributed within the densely built-up areas of towns and villages, as well as some scenic spots and quarry areas. (3) The most significant factor affecting CES is the distance to cultural heritage sites and scenic spots, followed by the distance to rivers, lakes, neighborhood committees, and village committees, as well as elevation and land use types such as artificial surfaces and farmland. CEDS are closely related to the distance to cultural heritage sites, scenic spots, and neighborhood and village committees. (4) Combining residents' preferences and MaxEnt mapping results, the study proposes methods for delineating high-value conservation zones and potential enhancement zones for CES in rural areas, supporting the targeted implementation of three types of spatial strategies. The research provides a methodological reference for CES assessment and its planning applications in small-scale rural areas at the township level.