Research On Rural Tourism Marketing Strategy Under The Background Of Mobile Internet

With the rapid development of mobile Internet,the living standard of Chinese people is improving day by day,the information industry is booming,and people’s lifestyle is also changing.Self-drive travel,self-service travel and other emerging forms of travel are also rising,and travel has become an indispensable part of contemporary Chinese people’s daily life.According to the 51 th national network usage data survey,by the end of December 2022,the number of Internet users in China has exceeded 1.067 billion,and China’s network penetration coverage has reached 75.6%.Among them,the coverage rate of Chinese netizens surfing the Internet through mobile phones has exceeded 99.8%,and the number of netizens using mobile phones to surf the Internet has exceeded 1.065 billion.With the development of the Internet,people need to pay more attention to the positive role of mobile networks in the process of information transmission and marketing,,and build a rural tourism marketing model that adapts to the modern development,so as to enhance the promotion of China’s rural tourism,further enhance the marketing ability of China’s Rural tourism,and meet the development needs of the new era.This paper takes Li Jiayuan village as the research object,which is a key rural tourism development destination located at the junction of Jiangsu,Zhejiang,and Anhui provinces,with good ecological environment resources and geographical location advantages.The popularity of mobile Internet and the wide application of new media have brought new opportunities and challenges to the rural tourism development of Li Jiayuan village.How to use mobile Internet and new media marketing for transformation and upgrading,it is an urgent matter that affects the future development direction.By consulting a large number of scholars’ relevant research on rural tourism and new media marketing,based on marketing theory,this paper combines new media and integrated marketing,through case study method,interview method,questionnaire survey method,and comprehensively uses various methods to investigate and investigate the rural tourism marketing mode in this region,explore the deficiencies in the current development of rural tourism marketing,and provide optimization strategies,In order to promote the sustainable development of rural tourism in Li Jiayuan village.Through field research,personal interviews and questionnaire research,this paper deeply studies the deficiencies of the current new media marketing strategy in Li Jiayuan Village: single tourism products,low resource integration;Imperfect network price and promotion system;New media promotion channels are limited;Lack of big data analysis and operation;Lack of professional Internet marketing team.And put forward optimization strategies for the above deficiencies: integrate resource advantages,highlight cultural characteristics,integrate marketing means,formulate price policies and promotion means according to demand and content differentiation,integrate marketing channels,make full use of major social networking platforms,online celebrity effect,and strengthen independent live broadcasting and Ota New sales models such as website cooperation,through information collection and integration of big data resources,improve the independent operation ability of rural tourism products.At the same time,it also needs to give full play to the guidance and policy advantages of the government,actively introduce excellent Internet talents,and build a professional new media marketing team,to further promote the development of rural tourism and promote the development of Socialist Rural Revitalization Strategy.