Abstract: Abstract：Rural online tourism is of great significance to cultivate new growth pole of service industry, promote the hematopoietic upgrading of rural economy and promote the harmonious development of “resource culture technology governance”. Its core is the aggregation of service mode and optimization of content.Based on the survey data of online tourism consumption behavior in Hailin Xuexiang, Heilongjiang Province, this paper uses structural equation model method to analyze the relationship among rural online tourism motivation and rural online tourism environment, information interaction between tourists, tourism experience, and uses the model to test the positive relationship between rural online tourism motivation and rural online tourism service experience.In this regard, improving the interactive effect of information among tourists, strengthening the construction of rural tourism services and promoting the novel motivation with the help of new three networks integration have practical effects on improving rural online tourism experience.

Key words: Hailin Xuexiang, online tourism, tourism service, amusement motivation, structural equation