The purpose of this study is to investigate the relationship between brand benefit, satisfaction and loyalty in the context of rural experiential village. This study adopted the three different functions of brand benefits suggested by Keller(1993) and modified three brand benefits in the context of rural experiential villages. The survey was distributed to visitors of rural experiential village in Gyeonggi and Incheon. A total of 487 questionnaires were collected by using self-administered technique. Using the Structural Equation Modeling(SEM), the proposed hypotheses were tested. Results of this study revealed that rural experiential villages’ benefits (symbolic, functional, experiential) directly influenced destination satisfaction. Moreover, destination satisfaction influenced destination loyalty. More theoretical and practical implication were discussed.