This study investigates the influence mechanism of sustainable development in rural tourism in Zhejiang Province, China, focusing on tourists' perceived value, place identity, and behavioral intention. Using Attitude Theory and PLS-SEM, the research finds that tourists' behavioral intention is positively influenced by their perceived value and place identity. Perceived value positively impacts place identity, and place identity acts as a positive mediator between perceived value and behavioral intention. Cultural value has the greatest influence on both place identity and behavioral intention. The study suggests that rural tourist destinations should focus on cultural value and tourists' sense of place to promote sustainable rural tourism development. The research model includes perceived value, place identity, and behavioral intention, and it verifies the applicability of Attitude Theory in rural tourism research. The findings highlight the importance of cultural value in shaping tourists' behavioral intentions and place identity, providing insights for tourism enterprises and policymakers to improve rural tourism quality and sustainability. The study also discusses theoretical contributions, managerial implications, and limitations, emphasizing the need for further research to enhance the generalizability of findings.This study investigates the influence mechanism of sustainable development in rural tourism in Zhejiang Province, China, focusing on tourists' perceived value, place identity, and behavioral intention. Using Attitude Theory and PLS-SEM, the research finds that tourists' behavioral intention is positively influenced by their perceived value and place identity. Perceived value positively impacts place identity, and place identity acts as a positive mediator between perceived value and behavioral intention. Cultural value has the greatest influence on both place identity and behavioral intention. The study suggests that rural tourist destinations should focus on cultural value and tourists' sense of place to promote sustainable rural tourism development. The research model includes perceived value, place identity, and behavioral intention, and it verifies the applicability of Attitude Theory in rural tourism research. The findings highlight the importance of cultural value in shaping tourists' behavioral intentions and place identity, providing insights for tourism enterprises and policymakers to improve rural tourism quality and sustainability. The study also discusses theoretical contributions, managerial implications, and limitations, emphasizing the need for further research to enhance the generalizability of findings.