"Remembering xiangchou" (nostalgia) is an important part of rural tourism and rural revitalization. Based on the perspective of residents and tourists, this paper develops the scale of xiangchou for traditional villages in Southern Jiangsu province, and discusses the resource value of xiangchou. The results show that xiangchou in traditional village tourism destinations is a comprehensive concept, which is the embodiment of specific human-land relationship, under a certain spatial and temporal condition, and that it is the result of the interaction of xiangchou subject, xiangchou touch point, xiangchou carrier, xiangchou emotion and xiangchou vision. Xiangchou is not only the sadness of leaving the hometown, but also the memory of homesickness, which embodies a certain cultural concept and is a combination of emotion, memory and culture. Through exploratory factor analysis and confirmatory factor analysis, the paper discusses and verifies the "culture-emotion-memory" scale of xiangchou in traditional village tourism destinations. There are certain differences between the xiangchou of the residents and tourists: the intensity of residents' xiangchou is higher than that of tourists. The mean value of residents' emotional dimension is the highest, while that of cultural dimension is the lowest; the mean value of tourists' cultural dimension is the highest, but that of emotional dimension is the lowest. Xiangchou has certain resource value, which is mainly reflected in three aspects: emotional connection value, cultural identity and inheritance value, protection and development value. Based on this, some suggestions are put forward.