In order to promote the upgrading and high-quality development of rural tourism, the study, from the perspective of tourists’ perception, makes an assessment about the 12 perceived items of Zhuzhou rural tourism by adopting the Importance-Performance Analysis and conducts an empirical analysis of the advantages and disadvantages of rural tourism.The results show that tourists have a positive attitude towards the natural environment, accessibility and consumption price, but tourism infrastructure and accommodation factors are still the weak points of rural tourism.In an overall view, the degree of tourists’ satisfaction to each attribute index of rural tourism destination is lower than its importance, and the difference is significant. According to the analysis result of IPA, in order to achieve a high-quality development of rural tourism, Zhuzhou should adopt such development strategies as continuous promotion, focused improvement, hard expansion and moderate adjustment.