Abstract: Tourism use of rural land is one of the important phenomena of land use transformation in suburban rural areas under the background of rural revitalization, and it is an important way to alleviate the contradiction of tourism land and improve the efficiency of land use in rural revitalization. The tourism behavior of rural households is the internal driving force to promote the tourism use of land.Based on the integrated analysis framework of Planned Behavior Theory and Inter-personal Behavior Theory, this research takes 451 rural household survey samples from typical tourist villages in Hangzhou and Changsha as data, and applies structural equation model to empirically test the driving mechanism of rural land tourism use behavior from the perspective of rural transition, so as to reveal the deep law of rural land use transition in the new era. The results indicates:(1) there are five internal logical relationships in farmers’ land tourism use behavior: independent drive of “willing-behavior”, guidance drive of “willing-organizational support-behavior”, economic drive of “behavioral attitude-behavior”, constraint drive of “perceptual behavior control - behavior” and emotional drive of “emotion-behavior”. Among them, the “willing-behavior” autonomous drive plays a dominant role, and the guidance drive of organizational support is the key driving force connecting the will and actual behavior of farmers.(2)Rural tourism economic and social benefit expectation is an important driving force for farmers' behavior and attitude of land tourism utilization, which accords with the dual logic of economic incentive and value pursuit. Normative belief is an important factor of farmers' subjective norms, among which prescriptive norms play a larger role. Farmers' perceived behavior control pays more attention to the consideration of risk assessment and resistance mechanism, resource acquisition and allocation ability and professional skill level. The function cognition of land tourism value and land attachment are the important factors of individual emotional dimension of farmers. The supporting effect of relevant organizations in the level of guidance, implementation, standardization and service is beneficial to promote the transformation of farmers' willingness to behavior.(3) Farmers' land tourism use action has the complex characteristics of rationality and sensibility intermingled, conservative and risky coexistence.Finally, relevant suggestions are put forward in order to provide research reference for strengthening farmers' land tourism utilization behavior and promoting rural tourism sustainable development and transformation development.