Abstract: Postmodern tourism is a new concept in tourism, which was originated from the ideological trend of postmodernism. Through reviewing relevant domestic and oversea literature about postmodernism and postmodern tourism, this paper adopts the methods of field research and questionnaire survey, and takes Kaihui Town of Changsha County, Hunan Province, as an example for the empirical study. The results show:（1) Postmodern tourism is inherited from modern tourism. The demands of postmodern tourists are diverse, complex and even contradictory, which are difficult to identify.（2) In general, the development of postmodern tourism products should adhere to the concepts of green nature, emotional experience, individuality, health and fairness.（3) Although it is rich in rural tourism resource, the existing rural tourism products of Kaihui Town have several problems, such as low participation of tourists, low consumption level, unbalanced brand awareness, and inefficient new media marketing.（4) This paper has exploringly designed an index system which is composed of 13 factors.The factors are divided into three levels based on their importance to tourist. The weight of each factor is used as a reference for product development.（5) Four suggestions of developing postmodern rural tourism products are put forward, which are “earth art”, “family holiday”, “rural experience” and “outdoor leisure”. In the future, it is necessary to strengthen the research on rural tourism under the background of “postmodern” or “trans-modern” society.