Abstract: Off-season tourism is a great bottleneck for the development of rural tourism. Based on the typical representative of China's rural tourism destination-Wuyuan, Jiangxi Province, this paper makes a case study to explore and analyze the off-season travel behavior of Wuyuan tourists with the help of the network text analysis function of ROST CM6 software. Portraits of off-season tourists show that tourists mainly choose to travel in autumn and winter; most tourists stay in Wuyuan for 1-3 days; traveling with companions and families are more common; and the way of traveling is more inclined to self-driving. High-frequency word ranking and cluster analysis show that tourists' consumption behavior has obvious tendency of place attachment; tourists' aesthetic behavior has a complex of local nostalgia elements; and tourists' weighing behavior depends on the evaluation of service potential. Finally, the paper puts forward to make a plan to upgrade the landscape in off-season so as to develop full-time tourism in the whole region; to empower the tourism development with culture in off-season to promote deep integration and iteration of cultural tourism; and to make a good combination of off-season tourism products and cultivate personalized travel market in off-season.