Tourism service quality is the lifeline for the survival of tourism enterprises , which is the core embodiment of the competitiveness of tourism enterprises. Based on the perspective of tourists perceived value, this paper aimed to analyze the quality of rural tourism of Shandong province, it indentified the effect factors of tourist service quality from two research perspective: the impact to the expectations before the tourists travel process and the experience during tourists travel the process. And then, through the analysis of problems existing in the rural tourism service of Shandong province, it put forward the relative countermeasures. Key Words