As an essential component of the Gross Ecosystem Product (GEP), ecotourism service value is an important value realization pathway for ecosystem products. Taking the "One Village Ten Thousand Trees" implementation area at Kecheng District, Quzhou City as our study area, we adopted the internationally recognized travel cost interval analysis (TCIA) to conduct the questionnaire survey, and carried out the value accounting of ecotourism service. Meanwhile, based on the principle of econometrics, we constructed the random utility model (RUM) of tourists, and explored the impact of different natural geographical attributes on tourists' ecotourism location decision. Our results show that (1) the total economic value of ecotourism service in the implementation area of "One Village Ten Thousand Trees" was approximately 1.93 billion yuan and the value of ecotourism service per unit area was 83700 yuan/hm² in 2018. (2) In 2018, the per capita recreational value of tourists in the "One Village Ten Thousand Trees" implementation area was 713.89 yuan, accounting for 59.3% of that of Kecheng District (1204.58 yuan), indicating that there is still a large room for improvement in the value realization of ecosystem products. (3) Per capita recreational value of tourists in Kecheng District was much higher than the per capita tourist consumption expenditure of 621.80 yuan reported by the Bureau of Cultural Tourism of Kecheng, indicating the large potential of tourists' time cost and consumer surplus, which needs to be taken into account in the assessment. (4) The random utility model showed that the travel cost had a negative association with tourists' visit to the destination, while the area of forest and wetland each had a positive correlation; moreover, the relative contribution of wetland was much higher than that of forest. Our study helps to promote the ecological protection, management, and development of the "One Village Ten Thousand Trees" implementation area at Kecheng and beyond. Our study also helps to improve the accuracy of GEP accounting and explore the value realization pathway for ecosystem products.