25/50 hu river action

[Mr_Modo]

Thought this might be an interesting hand, 25/50 party hu w backwards blinds. eff stacks just under 7k.
Villain is mofte a very capabel reg, he floats and bluffs a fair amount (when shorthanded atleast) and def. mixes up his play well. He has been the hotter of us thus far so might feel like he "owns" me atm. I have been giving up on turn or river alot and he has won pots without showdown, he also knows im capable of big moves.

preflop: I raise KQo he calls

flop: 2h 7h Qc (pot 330)
I bet 250 / call

turn: (2h 7h Qc) Kc (pot 830)
bet 700 /call

river: (2h 7h Qc Kc) 7d (pot 2230)
bet or check? if i check what do i do if he bets (ie. merits of cr, which will look really weird, boat or air style)?