Document Type : Research Paper
Authors
1 M.Sc. Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2 professor of marketing, university of mohaghegh ardabili.
Abstract
Rural tourism, as one of the important branches of the tourism industry, has received a lot of attention in recent years. One of these challenges is the lack of knowledge of tourists about the tourist attractions of these areas. Digital advertising can be used as an effective tool to solve this challenge. The area studied in this research was Kandavan village in East Azarbaijan province. This research is an applied and survey research in which descriptive statistical methods (frequency distribution table, mean and standard deviation) and inferential methods are used for data analysis. In the inferential statistics section, in order to analyze the data and generalize the results, structural equations have been used with the help of SPSS 26 and smartpls software. All factor loading scores were higher than 0.5, Cronbach's alpha was higher than 0.7 for all three main values, and AVE coefficients were higher than 0.5, and validity and reliability were confirmed. In Cronbach's alpha and composite reliability criteria, mental image has the highest score (0.900 and 0.921) and tourist attraction has the lowest score (0.717 and 0.819). Tourist attraction with a value of 0.602 has the highest average extracted variance and digital advertising has the lowest amount. The final analysis showed the effect of digital advertising on the attraction of tourists in rural areas by mediating the mental image of tourists
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