As far as preflop goes, you have to fold, calling is pretty bad IMO unless his UTG opening range is like 18%. Reason is when it comes K high or Q high and you are getting action, he is very very very rarely going to have KJ or QJ, you'll always be dominated or he'll have an overpair or a set or whatever.

Against a competent opponent I think you are beat here pretty often. I'd expect to see a set that was trying to induce a raise from you on the turn that now is just betting for value on the river. If he's thinking it all, he can really only expect you to fold like AQ/QJ here, and if he wanted you to fold those, he would have bet bigger on the turn.