Author(s)

Qiu Yingli ¹, Wang Bing ¹

Affiliation(s)

¹ Guangdong University of Science and Technology, Dongguan, China

Corresponding Author

Qiu Yingli

ABSTRACT

Under the background of the in-depth implementation of the rural revitalization strategy, this paper focuses on the World Natural Heritage Site, Danxia Mountain in Shaoguan, and conducts research on the problems existing in its e-commerce tourism development, such as product homogenization, weak application of technology, unbalanced benefit distribution, and insufficient policy coordination. Through empirical analysis and case reference, a four-dimensional development strategy is proposed: first, enrich the interestingness of promotional content and the tourism content system to enhance the online immersive experience; second, build a "Danxia IP" product ecosystem, create immersive consumption scenarios such as intangible cultural heritage and cultural and creative products, and develop joint IP for agricultural products; third, encourage users to spread voluntarily and open up channels for tourist interaction; fourth, promote personalized tourism services, attract tourists through personalized services, and develop customized products for Danxia Mountain. The research shows that this strategy system can effectively promote the transformation of cultural and tourism resources into e-commerce value, form a sustainable development path of "online experience - offline consumption - community common prosperity", and provide a replicable e-commerce tourism empowerment model for rural revitalization for similar rural areas.

KEYWORDS

Rural revitalization; E-commerce tourism; Danxia Mountain; Interest connection; Digital empowerment Integration of culture and tourism

CITE THIS PAPER

Qiu Yingli, Wang Bing. Research on Tourism E-commerce Marketing Strategies for Shaoguan Danxia Mountain under the Context of Rural Revitalization. Tourism Management and Technology Economy (2026). Vol. 9, No. 1, 81-91. DOI: http://dx.doi.org/10.23977/tmte.2026.090110.

REFERENCES

[1] Wang Hui. Research on the Development Path of Rural Tourism E-commerce in Wuxi under the Context of the Rural Revitalization Strategy [J]. Smart Agriculture Journal, 2024, 4(03): 6-9.
[2] Zhang Liyun, Luo Yue. Strategies for the Integration of Tourism and E-commerce in the Context of Rural Revitalization [A]. // Zhengzhou Sociological Society. 2025 Social Science Symposium Proceedings (Volume 2) [C]. Xinjiang: Xinjiang Tianshan Vocational University, 2025: 71-73.
[3] Huang Xi. Research on the Strategy of Enabling "Cultural Heritage + Digitalization" to Empower "Tourism and Rural Areas" - Taking Qianjiang District, Chongqing as an Example [J]. Tian Gong, 2025, (06): 40-43.
[4] LIU Y, WANG J, SHAO X C, et al. The Current Situation and Development Trend of China's Tourism E-commerce [J]. International Journal of Tourism Sciences, 2018, 18(4): 312-32.
[5] Wen Jing. 2025, The Year of "New Danxia" Takeoff [N]. Shaoguan Daily, 2025-01-08 (A01).

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