Rural tourism is increasingly regarded as one of the potential solutions to address regional imbalances. This study is significant in that it examines the determinants influencing rural tourism demand based on socio-demographic and household characteristics. A Poisson hurdle model was employed under the assumption that the determinants of participation and frequency differ. This study is meaningful as it uses new data in the context of South Korea’s rapidly changing population structure. Moreover, this is the first study conducted since the data were designated as national statistics, which adds to its significance. It is expected to uncover new patterns and factors of change, such as shifts in rural population ratios and aging trends over time. Furthermore, the comparative analysis between data collected during the COVID-19 pandemic and post-pandemic 2022 data is anticipated to enhance understanding of the behavioral characteristics of tourists during and after the pandemic. Future studies could benefit from utilizing data from the National Travel Survey, another national statistic published by the Korea Culture and Tourism Institute, to conduct comparative analyses of factors influencing rural tourism demand and general tourism demand. Such research is expected to provide foundational data for tourism policymakers, offering insights into the factors affecting individuals’ decisions to participate in tourism and their frequency of participation.