This study introduces, analyses and compares rural tourism, and its consumer value dimensions in Hungary and Malaysia. Unlike Malaysia, Hungary lacks spectacular natural attractions, seaside or high mountains, but Hungary has always been an agricultural country and it is rich in cultural landscapes with traditional small villages and rural hospitality. Both countries have the potential to be an attractive rural tourism destination and be able to offer pleasant experiences to the kind of tourist in search of relaxation and recreation in a calm setting. In Hungary, no theoretical research has been conducted so far to show the consumer value factors in rural tourism, thus the primary aim of the research was to conduct a niche survey in rural tourism, which can contribute to the better understanding of the demand side and crystallise the factors with value to tourists. In Malaysia, the dimensionality of tourist perceived value in the rural tourism context is rarely studied either. The aim of this study is to compare these two countries based on empirical research. In spite of the cultural and geographical differences, the results show several similarities, namely that the functional, experiential and emotional factors are important determinants of the perceived value of rural tourism. It is therefore recommended that host providers, destination managers and governments should pay attention to the importance of these value dimensions to increase overall tourist value as well as to better develop the positioning strategies, the promotion and the competitiveness of rural