Abstract: Under the vigorous development of rural tourism, farmers in tourism destinations have the opportunity to obtain income by allocating capital. When their own funds are insufficient, some farmers will obtain sufficient funds to participate in the development of the tourism industry through borrowing behaviors. Based on a questionnaire survey of 266 farmers in Lantian Township, Chengkou County, Chongqing City, a binary logistic model was used to analyze the influencing factors of farmers ’ subsequent willingness to borrow under the development of rural tourism. The results show that the annual household income of farmers mainly comes from the tourism industry, which has a positive impact on the farmers ’ mpact on the subsequent borrowing willingness of farmers; demand has a negative impact on their households ’ subsequent willingness to borrow. Therefore, it is necessary to improve the level of rural financial services, increase loan programs targeted at farmers in tourist areas, and achieve a win-win situation for financial institutions and farmers.