Marketing Strategies for Sustainable Rural Tourism Development in Zhuogan Village, China


Mingjing QU

This study examines the development of sustainable rural tourism in Zhuogan village, China, focusing on destination marketing tactics and the viewpoints of the local community. Purposive sampling, a qualitative research methodology is employed in this study to establish a connection with a small but diverse group of 15 local residents. This group includes village committee members, small business owners, and farmers. The sampling technique thoroughly and accurately represents the community and offers insightful information. The study's main objective is to highlight the marketing strategies for sustainable rural tourism development in Zhuogan village. The study also examines the local perceptions of tourism growth and suggests a customized marketing plan in line with the objectives of rural regeneration. Conclusions show the community's optimistic view of tourism and highlight the difficulties and opportunities in striking a balance between economic expansion and preserving the environment and culture. This study enhances comprehension of rural tourism's complex structure and provides concrete suggestions for fostering sustainable and inclusive growth in rural tourist environments. It addresses a gap in the literature on rural tourism in China by thoroughly examining Zhuogan village's unrealized potential. It highlights the critical role that unique resources play in shaping plans for developing and marketing rural tourism, providing a model that can be replicated in other similar rural environments in China and beyond.


Keywords:Rural tourism, Destination marketing, Cultural resources, Natural resources, Zhuogan village

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