This paper aims to describe the consequences of cultural tourism for sustainability of rural architectural heritage of three villages, named as Misi, Gölyazı, and Tirilye, in Bursa. For this purpose, natural and architectural values in each of these three villages are described in detail, while mentioning the importance of a sustainable rural development plan, which would provide qualified advertisement and prevent destruction of cultural tourism. Before explaining the method of the study, a theoretical framework, including both concepts and legal aspects about the issues of cultural tourism and rural heritage, is given in detail. Afterwards, values and potentials of selected case studies are given while also evaluating the problems and threats on their sustainability. It concludes with discussion on findings that includes results and recommendations, in order to improve the values and potentials of a historic village against touristic threats and problems. Hence, this study is essential as investigating the challenges of tourism in conservation of rural areas in Bursa, known as one of the UNESCO World Heritage Sites (WHS) in Turkey, while explaining the benefits of sustainability in rural development together with increasing interest and public awareness in related architectural and natural heritage.