Digitalizing Rural Tourism: A Marketing Strategy for Advancing Guangxi's Rural Tourism Sector
คำสำคัญ:
Digitalization, Guangxi Rural Tourism, Marketing S trategyบทคัดย่อ
The objectives of this study were to digitalize Rural Tourism: A Marketing Strategy for Advancing Guangxi's Rural Tourism Sector. The independent variables encompass factors influencing the digital marketing strategy of rural tourism in Guangxi, including tourism products, infrastructure and service quality, publicity and marketing, brand characteristics, cultural excavation, and capital investment. The dependent variable is the digital marketing strategy of rural tourism in Guangxi.
The population comprises tourists who have visited rural tourism scenic spots in Guangxi. The authors selected 300 participants using eluate sampling among tourists (1,200 tourists registered as of August 15, 2023) at rural tourist attractions in Yangshuo Tourism Famous County. The instrument for this study, were the questionnaire of 1. basic tourist information 2. tourist travel behavior Statistical tools were employed for data interpretation and analysis (Suharsaputra, 2014), and the questionnaire was administered until July-August 2023.
The study results indicate that digital technology plays a crucial role in promoting rural tourism in Guangxi. Digital marketing tools enhance the visibility and exposure of rural tourism, effectively attracting more tourists. Simultaneously, the digital platform provides tourists with a better experience and service, improving tourist satisfaction. Digitalization is identified as an inevitable trend in the development of rural tourism in Guangxi.
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