The Effectiveness of Marketing Initiatives toward the Growth of Rural Tourism in Indonesia

Abstract

Tourism is one of the businesses most affected by the Covid-19 pandemic, having ramifications on the economics, lives, public services, and opportunities of all continents. Every step of its enormous value chain has been touched. This study examines the marketing actions rural tourism locations must engage in to sustain their businesses in the post-COVID-19 era. Achieving economic, social, and environmental sustainability is a primary priority. Rural tourism contributes to the development and economic prosperity of the targeted regions. As a way of boosting comprehension of this research, supporting ideas based on Stakeholder Theory are applied. 143 participants freely participated in this study by completing a questionnaire. Theoretically, a framework is required to demonstrate the connection between tangible and intangible indicators. The data is then thoroughly reviewed with SPSS and SmartPLS. The data suggest that the image of the location is the most important factor in rural tourism marketing tactics in Indonesia. Rural tourist promotion relies heavily on destination marketing. All of the traits were considered to be beneficial for marketing rural tourism destinations, with destination image having the most important role in rural tourism development. The remaining components are also related to marketing techniques for rural tourist destinations. Therefore, this research will benefit tourism industry players and stakeholders in boosting previous rural tourism destination marketing efforts.