Rural sports tourism is an emerging industry that integrates rural tourism and sports tourism and plays an important role in broadening the field of sports and cultural consumption and driving rural economic development. Under the background of big data, how to better integrate rural sports culture and sports tourism becomes an important issue to improve the quality of rural tourism. This paper analyzes the big data of rural sports tourism on the Internet review platform based on big data processing technology, combined with the investigation and research on the current situation of rural sports tourism resources in a town. The big data analysis shows that rural sports tourists are only 7% more female than male, and the overall gender ratio is relatively balanced. In terms of age composition, the largest number of tourists were between 36 and 45 years old, accounting for 42.6%. In addition, rural sports tourists aged 26 to 60 accounted for 82.6% of all, indicating that rural sports tourism is dominated by middle-aged and elderly people. In terms of travel time, the largest number of rural sports tourists chose 2 to 3 days, accounting for 33.8%, and only 2.3% traveled for more than 7 days. In the choice of travel mode, 37.6% of tourists are organized by travel agencies, accounting for the largest number of travelers. From the big data emotional analysis of the evaluation words of sports tourists, the most frequent occurrence is characteristic, reaching 435 times, and the least frequent is danger, but also 89 times. Meanwhile, convenience and health also appear more frequently. Comprehensive analysis of the above, this paper believes that rural sports tourism should promote more local characteristics of sports culture and highlight differentiation while strengthening personal safety protection measures for tourists.