Abstract: In order to investigate about the regret psychology, satisfaction and service recovery of the tourists, a random sampling of200 tourists were selected as the research subjects and given a questionnaire survey about the four representative rural tourist attractions(Xidi, Hongcun, Huashan mysterious grottoes, Chengkan) and the results showed that the majority of the country tourists are the young and middle aged people, with the large majority of them having a college degree with a mid- dle income or above. The country tourists place more emphasis on the landscape’s distinguishing feature, comfort and recrea- tional property. Rural tourists are found to have little regret for the scenic area, yet they have the greatest regret for the com- munication conditions, and they are generally feeling good for the other elements. Huangshan rural tourists’ satisfaction and regret was negatively correlated; satisfaction and service recovery was positively related; and service recovery was negatively correlated with regret. This shows that when tourists feel regret, on the part of tourism service provider, it is quite necessary to give timely service recovery.