Rural digital marketing is growing in popularity as companies recognize the value of connecting with rural consumers. Using e-commerce platforms and other online tools to promote products and services to a rural audience, digital marketing is an effective way for businesses to stay competitive in the global economy.
Although rural markets share some purchasing needs and interests with urban and suburban audiences, they are distinct in their cultural beliefs, values, and preferences. Taking the time to understand these differences is key to developing a successful marketing strategy in rural areas.
The current study explores the relationship between the quality of digital marketing initiatives and the image of rural tourism destinations and their sustainability. To accomplish this, we used a qualitative approach to conduct an online focus group with participants. The results indicate that the participants’ perceptions of the quality dimensions of digital marketing initiatives and the image of tourism destinations are highly correlated. The participants also agreed that these constructs have the potential to impact behavioural visit intentions, and hence, the overall sustainability of tourism destinations.
As a result, marketers should take the time to develop a comprehensive understanding of rural communities before using digital marketing tools. To ensure that your efforts are successful, you should use an integrated marketing approach that includes traditional methods of reaching this audience, such as direct mail and local newspaper ads. Additionally, you should incorporate social media as part of your digital marketing strategies to increase brand awareness and customer engagement.