International Journal of Research Studies in Management
CollabWritive Special Issue
2024 Volume 12 Issue 16
Available Online: 6 December 2024
Author/s:
Lu, Jie
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
With the development of cities, rural tourism attracts many tourists and investors with its unique natural scenery, folk culture, and rural environment. However, the fierce market competition makes rural tourism enterprises face difficulties in starting, operating, and developing, and how to build their own competitive advantages has become an urgent problem to be solved. By analyzing the service quality performance, marketing strategy and customer experience of rural tourism, this paper proposes some suggestions to improve the competitive advantage of rural tourism enterprises. Through the research and interview of rural tourism projects and tourists, it is found that there is a complex interaction between service quality performance, marketing strategy and customer experience, with some dimensions showing a strong positive correlation and some dimensions showing a weak or even negative correlation. At present, rural tourism enterprises should focus on the commitment of sustainability, personalization, and effective service, continuously optimize a series of marketing strategies, and provide positive travel fun, engagement and loyalty and other customer experiences, which direct customer satisfaction. Based on this, the author puts forward the framework to enhance the competitive advantage of rural tourism. It provides a structured approach to analyze the market and develop strategies to differentiate between competitors. Future researchers may explore how factors such as type of industry, size of organization, or intensity of competition may regulate the relationship.
Keywords: rural tourism, competitive advantage, service quality, marketing strategy, customer experience
DOI: https://doi.org/10.5861/ijrsm.2024.1322
Cite this article:
Lu, J. (2024). Service quality performance, marketing strategies and customer experience: Basis of rural tourism enterprises competitive advantage framework. International Journal of Research Studies in Management, 12(16), 63-73. https://doi.org/10.5861/ijrsm.2024.1322