Цифровые технологии в маркетинге сельских территорий: систематический обзор

Abstract

Introduction. The use of digital technologies in the marketing of rural areas opens up new opportunities for improving their economic attractiveness, expanding markets for products, as well as attracting investments and tourists. The main goal of the study is to analyze the potential of digital technologies for marketing rural areas, identifying the main directions and mechanisms for their implementation, as well as assessing the effectiveness of already implemented projects in this area. Methods. To achieve the goals, methods of analysis and synthesis, comparative analysis, and case study methods were used. Results. As a result of the study, key digital tools and platforms that are most effective for marketing rural areas were identified. These include social networks, mobile applications, virtual tour platforms and data aggregators. Particular attention is paid to the possibilities of using big data and analytics for targeted marketing and increasing customer satisfaction. Specific examples of successful projects in Russia and abroad are given. Conclusions. The introduction of digital technologies in the marketing of rural areas helps to increase their competitiveness, expand markets and increase the income of the local population. However, to achieve significant results, a comprehensive strategy is required, including infrastructure development, personnel training and the creation of conditions for innovative development. It is also important to take into account the specifics and needs of specific rural areas, as well as to ensure the involvement of the local population in the digitalization process.