Research On Marketing Strategies Of Rural Tourism From The Perspective Of New Media

As people’s consumption level improves and their consumption concepts change,tourism has become the first choice for many families and individuals during holidays.Due to the advantages of proximity,good environment,and low prices,rural tourism has become a hot spot and a preferred choice for people,receiving more and more attention and attention.As an important branch of the tourism industry,rural tourism is actively responding to the call of the rural revitalization strategy and taking various measures,including but not limited to protecting the local environment,inheriting unique culture,tapping tourism resources,promoting tourism economic development,and improving rural residents’ income,in order to promote the industry’s vigorous development and make positive contributions to promoting the development and revitalization of rural areas.In addition,in recent years,almost all major documents and reports on the rural revitalization part have mentioned the term "rural tourism",further indicating the important role of rural tourism in promoting the construction of ecological civilization and promoting rural revitalization.With the rapid development of information technology and network technology,new media has become an indispensably important platform in tourism marketing,especially for rural tourism enterprises.New media marketing has the advantages of strong interactivity,wide coverage,strong real-time performance,high accuracy,low cost,and good dissemination effect.Choosing Internet new media marketing for rural tourism marketing is an inevitable trend.In recent years,rural tourism projects have become the focus of tourism development in various regions.On the one hand,this has greatly promoted the development of rural economies.On the other hand,inefficient and unreasonable marketing methods and homogenized recreational projects have affected rural tourism and reduced its competitiveness.This study selected Tiantai County in Taizhou City,Zhejiang Province as the research object,and analyzed the current situation of rural tourism in Tiantai County through literature review,on-site investigation,and questionnaire survey.The IPA analysis method was used for empirical analysis to summarize the new media marketing status of rural tourism in Tiantai County.The study found that new media marketing projects such as official websites,search engines,Weibo,We Chat public accounts,and Douyin have high importance and tourist satisfaction,and should be the first choice for marketing.Traditional media such as newspapers,television,radio,travel agency flyers,and outdoor advertising have low importance and tourist satisfaction,and are not suitable for rural tourism marketing.Based on the acquisition and analysis of questionnaire data,this study proposes the following optimization strategies:(1)optimize product structure and create unique products;(2)flexibly adjust pricing strategies and link with the market;(3)establish a new media marketing matrix to improve marketing efficiency;(4)use both online and offline promotion to attract potential customers;(5)value the development of diversified talents to improve service quality;(6)simplify the booking process and innovate the tourist experience;and(7)utilize unique advantages to showcase local characteristics.This study aims to provide scientific and practical marketing guidance and decision-making support for Tiantai County’s rural tourism enterprises,promote the sustainable development of rural tourism in Tiantai County,and make contributions to rural revitalization.