Abstract: This paper took college students in Kunming as an example, constructed a hypothesis model of the factors influencing the willingness of college students to participate in rural study tours based on the social cognitive theory, and utilized a survey questionnaire to explore the factors influencing the willingness of college students to participate in rural study tours. The results showed that: self-utility, outcome expectation, policy support, school arrangement and family support positively affected participation willingness; participation willingness positively affected participation behavior. As a result, this paper proposed a path to improve the willingness of college students to participate in rural study from the aspects of personal cognition and environmental factors, with a view to providing reference for the comprehensive promotion of college students’ participation in rural study in the next stage.