This study empirically verified the causal relationship that healing, family, natural, and deviant motives have on LOHAS values, LOHAS image, and tourism behavioral intentions as LOHAS tourism motives in rural tourism. It suggests useful implications for LOHAS tourism in rural tourism. From June 5 to June 20, 2022, a total of 400 copies were distributed and 377 copies were recovered. Factor analysis and reliability verification were performed using SPSS 23.0 and AMOS 23.0 for 369 copies for which statistical analysis was possible. Structural analysis of covariance was performed to verify the proposed research hypothesis. The hypothesis test results of the study are summarized as follows. First, healing motives, natural motives, family motives, and deviant motives were found to have a significant effect on LOHAS values. Second, healing motive and family motive were found to have a significant effect on LOHAS image. However, it was found that natural motive and deviant motive did not have a significant effect on LOHAS image. Third, healing motives and natural motives were found to have a significant effect on tourism behavior intention. However, it was found that family motives and deviant motives did not have a significant effect on tourism behavior intention. Finally, it was analyzed that the LOHAS value did not have a significant effect on the LOHAS image.