Based on the goal-oriented behavior theory, and 249 research data samples, the binary logistic regression model was used to analyze the factors affecting farmers' participation in rural tourism. The behavioral attitude, subjective norms, positive expectation emotions and perceived behavior control behaviors of farmers were obtained. Desire has a positive impact on behavioral intentions, while negative emotions have a negative impact on the intention to participate in rural tourism behavior through behavioral desires. It is proposed to strengthen the emotional effect, pay attention to positive emotional guidance; improve the rural tourism guidance and benefit sharing mechanism to ensure that farmers get substantial economic benefits; grasp the rural original ecology and eliminate the farmers' resistance.