Rural tourism has become an important branch of tourism management. Big data technology provides tools for rural tourism brand value management. This study aims to build a brand value management model for rural tourism from the perspective of big data. The rural tourism brand value management model under the big data perspective takes the rural tourism brand competitiveness as the starting point to analyze the relationship between brand value and brand competitiveness, so that the brand competitiveness under the perspective of rural tourism brand value has a more specific and quantifiable index system. From the two aspects of enterprise value advantage and customer value advantage, this article looks for the factors that comprehensively reflect the brand competitiveness of rural tourism. After the establishment of the index system, the BP neural network model is used to make the multiple factor evaluation more objective and feasible. Finally, it is proposed to enhance the competitiveness of rural tourism brands from the perspective of the reconstruction of competitive advantage based on enterprise value and the reconstruction of competitive advantage based on customers.