This article presents the results of a study which addresses the characteristics of tourists who practice rural tourism in the Planalto Serrano and Mid-West regions of Santa Catarina, regions where the first initiatives of rural tourism emerged in Brazil, in the middle of the 1980s. The research is in the form of a descriptive study, taking a quantitative perspective, and using statistical methods to analyze the results. This article discusses the characteristics of the tourist profile and the factors that influence tourists in their decision to opt for this type of tourism. The characteristics investigated suggest a more psychocentric profile of the visitors, who are seeking well-consolidated tourism spaces and specialized services, in contrast to what is highlighted in the literature. Contact with nature and quality services are the most significant factors in the choice of this type of tourism destination. Price is not a determining factor in this choice, which may suggest a need for businesses operating in this sector to change their way of thinking. Key words: Rural tourism; Profile of the rural tourist; Farm-hotel; Hotel-farm