Study the innovation of rural self-development service system, effectively protect, innovate, and continue rural natural culture and traditions. The sustainable rural tourism ecosystem was established through user tourism experience, optimization of service process, brand building and emotional design. By analyzing the pain and opportunity points of the experience, a service system is constructed that includes services, information, funds, and other content. To enhance brand attraction, improve service contact points, and promote folk culture, design plans for tourism service platforms, public facilities, and characteristic gifts are output, in order to enhance the rural tourism service experience and spread the value of rural culture.