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Assessing social values attributed to ecosystem services based on the Social Values for Ecosystem Services (SolVES) model helps ecosystems to provide services sustainably, including land and forest products and non-material services. Currently, urbanization has accelerated the deterioration of rural environments, which affects the supply of social values for rural ecosystem services. How to scientifically assess the social values for ecosystem services in rural areas remains to be studied. In addition, there are significant differences in the perceptions of social value among stakeholder groups. Therefore, this study aims to provide a complete and systematic approach to identify the social value of complex and specific rural ecosystem services and to fill the gap in the research of perceived differences among stakeholder groups in rural areas. On the basis of building environmental raster datasets on a village scale, this research applies the SolVES model to evaluate social values in the Paifang rural community. Results show that aesthetic, health care, recreation, and biodiversity values are highly regarded in rural areas. The normalized difference vegetation index, the distance to rural settlements, the distance to tourist attractions, and the distance to agricultural production spaces can improve the evaluation accuracy, and the level of social values can be predicted by certain environmental variables. The spatial distribution of social values and the degree of attention paid to the biodiversity value, and the trade-off between the aesthetic and biodiversity value are the main perception differences between villagers and tourists. This research contributes to ecological construction and sustainable development in rural areas.
Duan et al. (Wed,) studied this question.