<p>The study aimed is to investigate the effect of destination attractiveness and destination image on visiting intention in Indonesia rural tourism, especially in Kerinci Regency, Jambi Province. There are three variables important factors to develop tourism destination where one of potential object destination existed, meanwhile destination image from the tourism influenced their interest to visit. A  main reason for this study, destination attrictiveness is one of key factors for attract tourist what they want and need. Secondly, we pointed out the generation gap between the managers/agent of supply, tourist, local people and government in terms of recognition of the value of rural tourism as well as experience with rural tourism, and also the tourist expectations. A total of 33 sample in this study, from foreign and local tourists, for  one year (2017-2018). The data used in this study were a quantitative and a qualitative approach. All the data analyzed use SmartPLS 2.0 version. Hence, multiple components of destination attractiveness construct, namely, cultural attractions, tourism infrastructure, and natural resources through destination image play crucial roles in attracting tourists to visit intention for rural tourism destination. Tourists’ perception on destination image toward visiting intention highly influence too the success and failure of rural tourism development at the destinations. The findings from this study revealed that both cultural attractions and natural resources as an indicator from destination attractiveness construct found to have positive impact towards development of visiting intention through destination image from tourist’s perspective. The result showed that destination attractiveness and destination image really had an effect on visiting the intention of every tourist determinately.</p>