The purpose of this study is to provide basic materials for working out differentiated marketing strategies appropriate to the visitors and potential visitors of rural tourism for the sustainable development of rural tourism. The study was conducted through a questionnaire survey fur 500 adults aged 18-year-old or older residing in downtown Seoul, and the characteristics of the visitors and potential visitors of the rural tour were analyzed through frequency analysis and logistic analysis. The analysis results are summarized as follow. In many cases, they obtained information on the rural tourism chiefly through mass media and decided their participation after listening to the stories of nearby people or visitors. The survey showed that the estimated necessary expenses of the potential visitors were more than actual ones of the visitors. It was analyzed that the reception attitude of residents was a factor to have the most significant effect on the participation of rural tourism, while necessary budget for potential visitors.