Impacts of Different Tourism Models on Rural Ecosystem Service Value in Ziquejie Terraces

Villages are important components of agricultural heritage sites, and their tourism models significantly impact ecosystem service value (ESV). This study takes Zhenglong Village (culture and tourism integration), Ziquejie Village (farmstay type), and Jizhai Village (sightseeing type) with different tourism models in the Ziquejie Terraces heritage site as the research objects. Firstly, a single dynamic land use model and a land use transfer matrix were used to reveal rural land use changes driven by three different tourism models. Secondly, changes in ESV in the three villages were assessed with a valuation model. Finally, the welfare per unit area of villagers obtained from ecosystem services (ESs) was calculated. The results showed that: (1) From 2006 to 2022, the built-up area in the three villages gradually increased, primarily converting from farmland. Zhenglong Village experienced the smallest degree of change in both farmland and built-up areas. (2) The total ESV in Zhenglong Village increased by 0.35 times, the highest among the three villages. (3) Zhenglong Village saw the largest increase in welfare per unit area of villagers, from 82,551 CNY in 2006 to 111,785 CNY in 2022. Therefore, adopting a culture and tourism integration model in this heritage site is most conducive to conserving and enhancing the rural ESV, improving villagers’ welfare, and promoting the sustainable development of villages and heritage sites.