The paper aims at analyzing tourist market of rural tourism in Heilongjiang Province, China. Rural tourism is an effective way to construct new villages. By means of careful questionnaire covering demographics, vehicles, consumption, motivations, degree of satisfaction, and information channel, the current situations have been shown. The facts and findings lead to the following conclusions: young citizens and leisured citizens are the main source market; self-drive tour and independent tour are more and more popular; rural tourism is still one kind of mass tourism; the purpose of rural tourism is to enjoy leisure and relaxation; product and service of rural tourism need to be adjusted. The study is helpful to improving rural tourism in Heilongjiang Province.
