Abstract: Tourists’ sense of well-being is an important factor that influences the sustainable development of tourism;therefore it is worth of the attentions of the academia.Taking rural tourists as the objects and the nine dimensions of tourism motivation as independent variables,this paper used the fuzzy set qualitative comparative analysis method of multivariate interaction to explore the complex paths that affect tourists’ rural tourism intentions and subjective well-being.The results show that：（1） in the single factor analysis,nol single variable factor can solely constitute the necessary and sufficient conditions for the influencing factors of revisit intention and subjective well-being of tourists;（2） among the 256 paths composed of the 8 combinational variables,9 meet the conditions with a total coverage rate of 0.803 that can well explain the influencing mixes of the outcome variables;（3） from the factors analysis,it is found that homesickness appears in all of the 9 paths and the three factors namely excitement,family and homesickness appear in all of the combined paths of a 40+% original coverage;This research provides a theoretical basis for effectively developing country tourism destinations and using rural tourism resources to improve people’s sense of gain and happiness and promote the high-quality development of rural tourism.

Key words: rural tourism, tourism motivation, revisit intention, subjective well-being, influencing factorss