Abstract: Rural tourism was a bright spot of Yunnan tourism,s Second Pioneering and the building of new socialist rural areas.On the basis of a questionnaire survey and related information，making use of Excel software and SPSS statistical software，this paper made analysis of demographic characteristics，travel behavior，consumer preferences and consumption structure，rural tourists apperceive.Finally，it drew relevant conclusions as follows：the market was broad and potential,the rate of secondtourism was higher,staying in a relatively short period of time,tourism highlighted the purpose of leisure travel；Village Character and National Characteristics was popular,total consumption of rural tourism was higher,visitors higher satisfaction,little season difference.