داوود فیض

Purpose- This study aims to identify and analyze innovative digital marketing strategies in rural tourism, with a specific focus on leveraging Augmented Reality (AR) and intelligent algorithms within technological ecosystems. The main research question is: How can augmented reality and intelligent algorithms be utilized to enhance digital marketing in rural tourism to effectively attract tourists and promote sustainable local development? This research addresses a gap in the integration of AR and artificial intelligence in rural contexts, where prior studies have often examined these technologies in isolation and with less emphasis on rural settings. Design/methodology/approach- Employing a qualitative exploratory approach and thematic analysis method, data were collected through semi-structured interviews with 16 experts in digital marketing, information technology, and management. Snowball sampling was used for participant selection, with theoretical saturation achieved after the 16th interview. Findings - The analysis revealed seven overarching themes: technological transformation of the tourism experience (e.g., AR virtual tours and AI personalized recommendations), empowerment of local communities (through digital literacy training and local content production), redefinition of marketing strategies (e.g., location-based marketing and algorithm-optimized advertising), cultural and environmental sustainability (preservation via virtual museums and reduced ecological impact), implementation barriers (e.g., weak infrastructure and ethical concerns), horizons of innovation and research (e.g., gamification and metaverse), and digital identity reconstruction (through cultural branding with emerging technologies). Research limitations/implications- Limitations include the focus on a specific cultural context (e.g., rural Iran), lack of longitudinal data for long-term change analysis, and reliance on qualitative data potentially influenced by researcher bias. Implications suggest longitudinal studies to assess long-term technology impacts and comparative research across diverse regions. Practical implications - Rural tourism managers can develop localized AR platforms, implement digital literacy programs for local populations, and deploy AI-powered location-based marketing systems to boost tourist attraction and enhance local sustainability. Originality/value- This study provides the first comprehensive framework for integrating AR and intelligent algorithms in rural tourism marketing, emphasizing rural-specific challenges like infrastructure deficits and cultural resistance, adding value for sustainable development in developing regions.