It is significant to study tourist’s travel intention to participate in rural tourism within the broader context of tourism and specific destination management. This chapter aims to examine the elements that influence travel intentions to rural areas, and the inter relationships among travel motivation, attitude toward destination, and eWOM with rural tourism travel intention based on empirical findings in China. Drawing from tourism literature, five hypotheses among these four variables are developed. The suggested associations were assessed by using PLS-SEM. It suggested that travel motivation, attitude toward destination, and eWOM significantly affect rural tourism travel intention. Further, attitude toward destination plays a mediator between the link travel motivation and travel intention while eWOM moderates this relationship under rural tourism. The chapter contributes to deepen understanding of the relationships between the four constructs of travel motivation, attitude toward destination, eWOM, and travel intention under rural tourism.