Tourism development is an important factor driving land use change (LUCC), affecting ecosystem services and human welfare. This paper selected Huangcaoling Village with tourism and reception functions and Sheng Village with reception function as the research objects in the Honghe Hani Rice Terraces, and they had different tourism development models. According to the classification standards and evaluation methods of ecosystem services, we used the quantitative methods such as substitution cost, market value and shadow engineering to assess and compare the ecosystem service value by combining land use change of two villages from 2009 to 2017. The results showed that (1) the LUCC dynamic index of Huangcaoling Village and Sheng Village was 14.83% and 5.64%, respectively, and the construction land changed the most by increasing 39.18% and 23.68%. (2) Huangcaoling Village's ecosystem service value increased by 15.21 million yuan due to the development of terrace tourism and the increase of forest land area. Sheng Village's ecosystem service value increased 3.75 million yuan due to the increase of farmland and forest land. The ecosystem service value of forest land was the highest. (3) As for the value of individual ecosystem service, Huangcaoling Village had the largest growth rate of recreational value due to development of tourism, which was 1249%, while Sheng Village did not increase, indicating that the tourism model had a greater impact on the ecosystem services value in the two villages. (4) The increase rate of ecosystem service value in Huangcaoling Village and Sheng Village was 1.5 times and 1 time, respectively. The increase rate of tourism service income was 18.7 times and 4.1 times, respectively. The welfare of villagers per unit land area was increased by 23.79×10⁴ hm^-2 a^-1 and 4.90×10⁴ hm^-2 a^-1, which showed that the diversified tourism services could improve human welfare, also provided data support for the government to develop heritage tourism and make ecological compensation standards.