The social and cultural value of ecosystem services (ES) is important to support the diversified development of natural reserve, and promote the construction of ecological civilization, while social and cultural value of ecosystem services may be varied among different stakeholders. There is limited research on the difference of social and cultural value of ecosystem services among different tourists. Taking Baihuashan Natural Reserve in Beijing as an example, this paper classified tourists into ecotourist and general tourist, and then compared differences of recognition, spatial distribution, relationships, and influence factors in their evaluation of social and cultural value of ecosystem services. The research combined social survey data and geographic spatial data and utilized multiple ways including SolVES model, correlation analysis and social network analysis (NA) to analyze and show these differences. The research finds that:(1) the ecotourists assigned higher value to the social value of ecosystem services than general tourists, especially in four value types:learning value, biodiversity value, spiritual value, and life sustaining value. (2) Baihua Meadow is a hot spot for the distribution of social values of ecosystem services for both ecotourists and general tourists. The high value areas of aesthetics value, learning value, biodiversity value, spiritual value, and life sustaining value perceived by ecotourists are more widely distributed than those of general tourists, and the high value areas of recreation value and therapeutic value perceived by general tourists are more widely distributed than those of ecotourists. (3) Synergistic relationships between different social value types of ecosystem services are found, among which learning value is the most influential social value type for ecotourists, and biodiversity value, spiritual value, life sustaining value and future value are the most influential social value types for general tourists. (4) Satisfaction with tourism facilities has significant but opposite effect on two types of tourists for their evaluation of key social value of ecosystem services. In addition, satisfaction with the environmental education and knowledge about whether Baihuashan is a national natural reserve has also significant impact on ecotourists and general tourists for their evaluation of key social value of ecosystem services, respectively. In terms of spatial distribution, normalized difference vegetation index (NDVI) and elevation (ELEV) have significant impact on ecotourists and general tourists for their evaluation of key social value of ecosystem services, respectively. Therefore, it is necessary to consider the difference of different tourists' perception of social value of ecosystem services and actively explore the supply of collaborative social value of ecosystem services to support the natural resource management and ecotourism planning of natural reserves. Specifically, targeted publicity and education should be improved to enhance ecological knowledge and awareness of tourist to maximize social value of ecosystem services, and the reserve manager should focus on reducing human disturbance in hot area to conserve and maintain ecosystem.