Rural tourism industry revitalizes rural economy, enhances tourist satisfaction and economic benefits by optimizing services and products, and inherits rural characteristics and culture at the same time. The influence of trip motivation and perceived value on tourists' willingness to pay was explored through questionnaire survey and willingness-to-pay model analysis. It is found that knowledge growth, social experience and creative research are the main motives of tourists, which significantly affect their willingness to pay. Perceived value factors such as natural resources, public facilities, catering and accommodation, and shopping and entertainment also positively affect willingness to pay, with rural natural landscape, service attitude and catering taste being particularly critical.