A Study On The New Media Marketing Of Rural Tourism In Huzhou City From The Perspective Of "Beautiful China"

The report of the 20 th National Congress points out that we should adhere to the development concept of "Lucid waters and lush mountains are invaluable assets".No 1central document for 2023 proposed to comprehensively promoting rural vitalization.With the continuous integration of new media,mobile Internet and technological advances have changed the traditional marketing methods,and new media marketing has become a hot marketing method nowadays.Rural revitalization strategy is the key to our efforts concerning agriculture,rural areas and farmers in the new era.The construction of rural tourism can help promote new progress in rural revitalization and take new steps in modernizing agriculture and rural areas.The rural tourism with the background of "Beautiful China" is developing rapidly in the new era,and the use of new media to carry out rural tourism marketing has become an opportunity for high-quality rural development nowadays.The paper takes the new media marketing of rural tourism in Huzhou as the research object.Following the "Two Mountains Theory" and utilizing ecological conservation to develop rural tourism,Huzhou has achieved good results.However,due to the rapid development of new media,there is still a problem of imbalanced and insufficient development in rural tourism in Huzhou.It is necessary to further promote high-quality development through new media marketing.Based on this,the paper reviews relevant literature both domestically and internationally,and combines relevant theoretical analysis.Starting from the perspective of "Beautiful China",it adopts research methods such as case analysis,semi-structured interviews,and questionnaire surveys to conduct on-site investigations of rural tourism attractions in various counties and districts of Huzhou.From the perspective of communication,the paper conducts theoretical research on the new media marketing of rural tourism in Huzhou.The first part of the paper is the introduction,which first explains the background and significance of the topic,as well as the theoretical and practical significance of the topic;Secondly,a summary of the current research status of rural tourism new media marketing in China and abroad;Thirdly,the research content and methods of the paper mainly include case analysis method,emi-structured Interviews,and questionnaire survey;Finally,there are the innovations,key points,and difficulties of the paper’s research.The second part of the paper is the main body,which first introduces the definition of relevant concepts and theoretical foundations;Secondly,it describes and analyzes the rural tourism resources,development process,and four existing development models in Huzhou;Thirdly,it analyzes the current situation of Huzhou’s new media marketing from five channels: We Chat,Weibo,Tiktok,Travel APP and Xiaohongshu;Next,the focus is on analyzing the many problems in the current new media marketing of rural tourism in Huzhou;Finally,five corresponding optimization strategies are proposed for the problem,specifically to connect the "Two Mountains" path and promote "Beautiful Tourism";Enhance core capabilities and create smart digital travel;Shaping urban image and optimizing green services;Relying on "intangible cultural heritage" projects to achieve cultural revitalization;Cultivate integrated talents and lead digital revitalization.The third part of the paper is the conclusion part,which mainly summarizes all the research contents of the paper,and is the final destination of the whole article.It discusses the innovative achievements of the paper in theory.Through the optimization strategy above,it is expected to help Huzhou continue to polish the brand of "the first city of rural tourism",help "Beautiful China" and rural revitalization with rural tourism,and realize Chinese path to modernization.The limitations of the paper due to insufficient abilities and external environmental factors were also explained.