Abstract
The relevance of this research lies in the popularization of agricultural tourism in the Russian Federation and the growing need for its marketing support, one of the effective tools of which is the digitalization of business processes of managing agricultural enterprises. The research aims to comprehensively study the features and problems of agricultural tourism development and develop an algorithm for its marketing support using digital tools based on the data obtained. The methodological basis of the research includes a systemic approach to studying problems associated with the analysis of the problems of marketing support for agricultural tourism, as well as the effectiveness of the tools used to promote it in the digital environment. The authors also apply general scientific methods (analysis, synthesis, dialectical method, abstract-logical method, and system analysis) and methods of economic analysis (analogy, grouping, comparison, and generalization). These scientific methods made it possible to systematize the factors constraining the development of agricultural tourism and identify digital tools for its development. The authors summarized the data obtained during the research and developed an algorithm of marketing support for agricultural tourism business using digital tools, which can be used to improve the activities of agricultural enterprises. This research may be of interest to tourists, agricultural enterprises, and other enterprises planning to use marketing support tools in their activities.
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Makrinova, E.I., Matuzenko, E.V., Sotnik, A.P., Kostennikov, A.I. (2023). Algorithms and Tools of Digital Marketing for the Sustainable Development of Agricultural Tourism Businesses. In: Popkova, E.G., Sergi, B.S., Bogoviz, A.V., I. Semenova, E. (eds) Digital Agriculture for Food Security and Sustainable Development of the Agro-Industrial Complex. Springer, Cham. https://doi.org/10.1007/978-3-031-27911-9_4
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