Russian Federation
Russian Federation
employee
Russian Federation
Abstract. In the context of the development of digital technologies and the increasing number of internet users worldwide, internet marketing becomes a powerful tool for attracting and retaining the target audience. For rural areas, the application of internet marketing can significantly enhance the attractiveness and accessibility of agritourism destinations and offerings. Purpose of article is to identify effective internet marketing methods for stimulating agritourism in rural areas. Methods. The study employs analytical and empirical methods, including a review and analysis of existing internet marketing methods such as SEO, content marketing, social media, and email marketing, and their adaptation to agritourism. The study also includes the analysis of successful cases and provides practical recommendations for integrating internet marketing into the development strategy of agritourism. Results. Strategies are identified for creating unique and attractive tourism products that meet the demands of modern tourists and support the sustainable development of rural areas. The study examines aspects of content development that reflect the uniqueness and authenticity of rural regions, including the creation of visual and textual materials, videos, and virtual tours. Special attention is given to the role of social media in promoting agritourism products, which allows for direct communication with potential tourists, creating a loyal community, and improving the reputation of tourism destinations. The impact of reviews and ratings on tourists' decision-making is also analyzed, and methods for managing online reputation are proposed. Scientific novelty. The article presents a new concept for integrating internet marketing into agritourism, which can become a valuable contribution to the practices of regional management structures and entrepreneurs. Unique approaches to the creation and promotion of agritourism products are considered, the importance of integrating Internet marketing into the overall strategy for the development of agritourism in rural areas is emphasized, which helps attract more tourists, support local communities, create jobs and preserve cultural heritage. Special attention is given to the use of data analytics and offer personalization to increase tourist engagement and improve their experience.
marketing perspectives, agribusiness, pace, agriculture, agribusiness marketing
1. Abrashkina E. D. [i dr.]. Agropromyshlennyy kompleks Rossii: Agriculture 4.0. V 2 tomah. T. 1. Strategii ustoychivogo razvitiya regional'nogo agropromyshlennogo kompleksa. Industriya 4.0: monografiya. Moskva : IPR MEDIA, 2021. 509 c.
2. Barashev V. V. Ispol'zovanie cifrovyh tehnologiy v sel'skom hozyaystve: mirovoy opyt i perspektivy primeneniya v Rossii // Matrica nauchnogo poznaniya. 2021. № 8-1. S. 66–74.
3. Grigor'ev M. N. Marketing: uchebnik dlya vuzov. Moskva: Yurayt, 2020. 559 s.
4. Efremov A. Osobennosti ocenki effektivnosti marketingovyh kommunikaciy v agropromyshlennom komplekse // Agrarnaya ekonomika. 2020. № 10 (305). S. 42–48.
5. Mamyachenkov V. N., Anisimov A. L., Molokova E. L. Sostoyanie sel'skogo hozyaystva Srednego Urala v «zastoynoe» desyatiletie (1971–1980 gody): razvitie ili stagnaciya? // Nauchnyy dialog. 2022. T. 11, № 6. S. 454–470.
6. Nazarova E. A. Transformaciya kompleksa marketinga v regional'nom aspekte kak instrumental'nyy bazis formirovaniya marketingovogo potenciala regiona // Voprosy sovremennoy nauki i praktiki. Universitet im. V. I. Vernadskogo. 2022. № 2 (84). S. 75–84. DOI:https://doi.org/10.17277/voprosy.2022.02.pp.075-084.
7. Nivanova I. I. Nauchnoe obespechenie agropromyshlennogo proizvodstva // Innovacionnye tehnologii v agropromyshlennom komplekse: materialy Mezhdunarodnoy nauchno-prakticheskoy konferencii. Kursk, 2018. S. 135–142.
8. Sibiryaev A. S., Zazimko V. L., Dodov R. H. Cifrovaya transformaciya i cifrovye platformy v sel'skom hozyaystve // Vestnik NGIEI. 2020. № 12 (115). S. 96–108. DOI:https://doi.org/10.24411/2227-9407-2020-10124.
9. Surkova N. V. Marketing v agropromyshlennom komplekse: uchebnik i praktikum dlya vuzov. Moskva: Yurayt, 2021. 314 s.
10. Cheplev V. E. Teoreticheskie i prakticheskie aspekty primeneniya digital-marketinga v APK // Biznes i dizayn revyu. 2020. – № 1 (17). S. 4–10.
11. Shuldyakov A. V., Skosyrskih B. R. Cifrovoy marketing kak instrument formirovaniya progressa // Biznes i dizayn revyu. 2019. № 3 (15). S. 5.
12. Fukolova Yu. Novaya era marketinga [Elektronnyy resurs]. URL: https://hbr-russia.ru/marketing/tsifrovoy-marketing/a25041 (data obrascheniya: 20.10.2022).
13. Disha Dinesh. 6 Ways to Amplify Your Brand Messaging on Social Media [Elektronnyy resurs]. URL: https://www.ronsela.com/brand-messaging (data obrascheniya: 20.10.2022).
14. Nabieva N. The Use of Digital Technology in Marketing // Bulletin of Science and Practice. 2021. Vol. 7, No. 6. Pp. 375–381. DOI:https://doi.org/10.33619/2414-2948/67/42.
15. Ron Sela. Content Development – How to Develop Top Content for Your Website [Elektronnyy resurs]. URL: https://www.ronsela.com/content-development (data obrascheniya: 20.10.2022).
