Author(s)

Wei Tang^*, ChanNi Luo, Wei Gu, YuTong Jiang

Affiliation(s)

School of Tourism and Historical Culture, Zhaoqing College, Zhaoqing 526061, Guangdong, China.

Corresponding Author

Wei Tang

ABSTRACT

Rural B&B is an important driving force to effectively alleviate the gap between urban and rural areas and promote rural revitalization and urban-rural integration. WeChat, Douyin, short videos and other integrated media are deeply rooted in people's hearts, and how to effectively play the positive role of integrated media in the marketing process of rural lodging is the focus of continuous attention of the academia and the industry. The study finds that there are four problems: insufficient attention to the marketing of rural lodges, inadequate publicity, lack of authenticity and serious homogenization, and puts forward four optimization paths: integrating and improving the marketing model of integrated media, improving the standard of operators' integrated media marketing, promoting the marketing of integrated media with regional characteristics, and following the trend of integrated media marketing of rural lodges.

KEYWORDS

Rural revitalization; Rural lodging; Urban-rural integrated development; Integrated media marketing

CITE THIS PAPER

Wei Tang, ChanNi Luo, Wei Gu, YuTong Jiang. Research on the background, dilemma and optimization path of rural B&B's integrated media marketing. World Journal of Economics and Business Research. 2024, 2(1): 41-46. DOI: https://doi.org/10.61784/wjebr3011.

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