As an integral part of rural built heritage, the aesthetic and recreational values of Historical Irrigation Canals (HICs) have increasingly garnered attention in recent years, providing new perspectives for heritage conservation and sustainable rural development. However, there is a scarcity of research conducted from the micro-perspective of public preferences for HICs in rural areas. The existing literature primarily focuses on how the landscape characteristics of natural and urban rivers affect public preferences, with a lack of attention to built heritage characteristics and rural settings, which are uniquely inherent to HICs in rural areas. This study aims to explore public preferences for HICs in rural areas from the perspectives of landscape characteristics and social backgrounds. The Li Canal-Gaoyou Irrigation District, one of the World Heritage Irrigation Structures, was selected as the case study. Selected HIC photos were utilized for measuring landscape characteristics and conducting survey questionnaires. Relationships among HIC landscape characteristics, social backgrounds, and aesthetic and recreational preferences were revealed through one-way ANOVA, Spearman’s correlation, and stepwise regression analyses. Key findings include the following: (1) the public can derive aesthetic and recreational value from HICs; (2) canals with large water bodies, artificial banks, and artificial vegetation are considered more aesthetically pleasing; (3) larger canals, extensive water bodies, and artificial banks are deemed more suitable for recreation; (4) factors such as age, education level, income, rural living experience and knowledge of HICs influence public preferences; (5) costs influence public aesthetic and recreational preferences, with people more willing to pay for roads and hardened banks. Finally, several recommendations for the protection and management of HICs have been summarized, offering guidance for rural managers and planners.