Data used in tourism demand modeling are characterized by the fact that trip frequencies are non-negative integers. Another issue potentially important for modeling the demand for tourism is the separation of decision to participate from the decision of how many to take a trip. This paper aims to nalyze the determinants of rural tourism demand using a Poisson hurdle specification, combining a binary probability model for participation and a conditional probability model for positive frequencies. The Poisson hurdle model represents a count-data analogue of generalizing the Tobit model for continuous choice and permits more flexible specification of the data-generating process. The influences of explanatory variables on the two decisions are examined by calculating the marginal effects. The results also suggests that the participation and consumption decisions may not be based on the same decision-making structure.