本文在对旅游者态度感知和乡村旅游产品内涵界定的基础上,分析了旅游者对当前乡村旅游产品的认知和态度,并在此基础上,设计了乡村旅游产品的开发体系,并提出了拓宽加深、内联外合的组合策略,以期达到影响乡村旅游者购买决策的目的。我国乡村旅游在20多年的发展过程中,经历了资源特色导向时期、农业产业带动时期、政府政策驱动时期,最终进入了现在的市场需求导向时期。旅游者是乡村旅游产品的消费者和 Based on the perception of tourists and the connotation of rural tourism products, this paper analyzes the tourists’ perceptions and attitudes toward current rural tourism products, and on this basis, designs the development system of rural tourism products and puts forward Broaden and deepen the combination of inline cooperation strategy, with a view to achieve the purpose of rural tourists purchase decisions. In the course of more than 20 years of development, rural tourism in our country has experienced a period characterized by resource characteristics, driven by agricultural industry and driven by government policies, and finally entered the current market demand-oriented period. Tourists are consumers of rural tourism products and