In the evaluation of rural amenity, it is hard to estimate the worth of rural amenity as numerical values. To evaluate the worth of an abstract idea, information measure technique(IMT) can be used. In this research, rural amenity priority assessment model(RAPAM) was developed adapting IMT. To apply the developed model for assessment of rural amenity, an encyclopedia was used as information gathering and utilizing system(IGUS). The application result of the developed model which was compared with the result of survey have similar trend. R² is 0.8539, RMSE is 0.382 and the applicability of RAPAM was proved.