Abstract: Starting from the survey questionnaire, the “rural” representation and keywords of rural tourism were collected, and they were classified and named. Then, based on the “two-factor” theory, the construction framework of “rural appearance” was built, including health care factors namely rural style and remains of scenery, and incentive factors namely rural society and production and experience of villagers. Finally, rural tourism destinations were demonstrated by practice. The results showed that in the construction of “rural appearance”, the score of the incentive factors index of rural tourism destinations was lower than the score of the health care factors index, and the display of the incentive factors index would be an important direction for the future construction of rural tourism destinations.

Key words: rural revitalization, rural appearance, "two-factor" theory, rural tourism