Abstract: The characteristics of rural health and wellness tourism consumption behavior and the underlying reasons are analyzed by taking Qujing City in Yunnan Province as a case study, integrating Maslow's hierarchy of needs, consumer behavior theory, and tourism motivation theory, and employing a “stimulus-response” analytical framework, combining qualitative and quantitative methods such as a literature review, questionnaire surveys, and field observations. A total of 325 valid questionnaires are analyzed by using SPSS statistical software. The results indicate that the core demographic for rural wellness tourism in Qujing is middle-aged and elderly individuals, whose primary motivations are escaping heat and cold. Their behavior shows clear health orientation and price sensitivity. Consumer decision-making is influenced by social media exposure, natural environmental quality, product-service experiences, and community organization models. However, no significant correlation is found between economic expectations and product type preferences. Based on these findings, recommendations are provided regarding product development, brand building, service optimization, and marketing channel expansion, offering theoretical support and practical reference for improving wellness tourism offerings and promoting coordinated urban-rural economic development in Qujing and similar regions.

Key words: rural health and wellness tourism in Qujing, consumption behavior characteristics, influencing factors, countermeasures