Abstract
This study verified the effects of rural tourism service quality on satisfaction, revisit intention and flow's mediating effect. As a result, it were rurality and reliability that rural tourism service quality‘s factors effects tourist's flow. And satisfaction, revisit intention increased as tourist's flow increased. Flow had a complete mediation effect between rurality and satisfaction, revisit intention. In addition, flow had a partial mediation effect between reliability and revisit intention. In other words, consumers want rural tourist destinations to be more rural and have the expertise to give them trust. Therefore, It is necessary to investigate what consumers want to be rural amenity and to consider what is important to gain consumers' trust.
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