Tourist Preferences Research Articles

Selection and visiting sequence of daily attractions: Multi-day travel itinerary recommendation based on multi-source online data

This article investigates the problem of recommending multi-day travel itineraries based on multi-source online data to meet the requirements of tourists who wish to plan selection and visiting sequence of daily attractions. Current research mainly uses optimization model-based methods or data-driven methods for multi-day travel itinerary recommendation. However, the former is difficult to utilize others' travel experiences and may lead to over-recommending similar category attractions, while the latter is unable to help tourists determine their specific daily itineraries. Therefore, in this study, a multi-day travel itinerary recommendation framework is proposed based on travelogue data, review data, attraction basic information from travel websites, and traffic data from online maps. The framework aims to achieve multi-day travel itinerary recommendation based on the personalized attraction preferences of tourists, while fully leveraging the travel experiences of others. Four corresponding methods are proposed for the four stages of this framework: 1) a method for mining the preferences of the target tourist for tourist attractions, 2) a method for constructing a candidate multi-day itinerary set, 3) a method for constructing a candidate single-day itinerary set, and 4) a method for recommending multi-day itineraries based on the combination of single-day itineraries. In addition, we conduct experimental studies by using real data to verify the feasibility and effectiveness of the framework. The results show that compared with existing related research, the proposed framework and methods have a significant advantage in hit rate and are helpful for tourists to determine specific daily itineraries during their travel time.

Preferences of Tourists for the Comfort of the Semarang Old Town Area After Revitalization as a Heritage Tourism Destination in the City of Semarang

Semarang Old Town Area has been designated as a National Cultural Heritage Area based on the Decree of the Minister of Education and Culture of the Republic of Indonesia Number 682/P/2020. Revitalization of the Semarang Old Town Area abbreviated as KKLS is carried out with the aim of sustainable development and providing the benefit of increasing economic value for the local community by making minor changes to historic buildings, as much as possible to maintain authenticity, and if changes are needed, they must be carried out with careful consideration. After the revitalization, KKLS became one of the popular destinations by offering views of old buildings along with their historical value, being able to have a good influence on increasing economic activity and being able to become a strong tourist attraction for tourists. However, there are still problems related to the provision of public facilities such as toilets, parking, and lighting. Convenience is basically not only related to the availability of facilities but also regarding the psychology felt by tourists towards these facilities. The purpose of this research is to find out the comfort level of post-revitalization KKLS based on tourist preferences. The results of this research show that tourist feel comfortable, this is proven by six of the eight variables stating that they area comfortable.

Technologies of Performative National Identity Construction (The Case Study of the Russian-Language Social Network)

The construction of national identity in the digital society is increasingly shifting to social networks, which have become stages for self-expression, where it acquires the character of a virtual performance. Being X means playing the role of X so convincingly that the audience will believe it. At the same time, the role can represent a person in varying degrees - from a mirror reversal to a simulacrum, i.e. a symbol without a real signifier. The digital role, divorced from self-awareness, can be motivated both by a commercial strategy for the struggle to expand the audience and / or fulfill an order, or by the official functions of an official, manager or activist who are tasked with creating the moods necessary for the customer in the networks.The article presents the results of an empirical study of technologies for representing national identity in Russian-Language social network TikTok. The aim is to study the tools for constructing national identity in a digital society. Empirical data was collected using the analysis of blogs, where the unit of analysis is a blog as a case. National identity is performed with the help of a systematic demonstration of national self-identification, language, costume, cuisine; music; scenery (nature / house interior, etc.), national rituals and everyday customs, tourist preferences. The need for national self-identification increases, firstly, in a multicultural context or in minority status, and secondly, in situations of national conflicts, when the need to mark the boundary between “us” and “them” with the help of symbols increases.

Inbound and Outbound Tourism in China: A Perspective Article

The tourism industry in China has undergone significant changes due to globalization, technology, and changing consumer preferences. This perspective article, based on a systematic literature review, examines examines trends, challenges, and opportunities in inbound and outbound tourism in China, focusing on the industry's dynamism. Both inbound and outbound tourism have been negatively impacted by the COVID-19 pandemic, which has prompted new strategies and environmental adaptations. China has changed its priorities within the country to encourage domestic travel and support local firms. The rise in internationalisation and the growing middle class in China have led to an unprecedented rise in outbound travel. Chinese travellers are affecting travel habits and spending all around the world in the tourism sector. Language barriers, cultural differences, and safety concerns are some of the challenges that come with travelling abroad. To reach its full potential, China needs to adapt to the shifting global environment and take into account the specifications and preferences of both inbound and outgoing tourists.

Evaluation of ecotourism suitability based on AHP-GIS: Taking Xiaoxiangling area of the Giant Panda National Park and the surrounding communities as an example.

The primary goal of national parks is to protect ecological environment, but also with the functions of scientific research, education, and recreation. Aiming for the realization of universal sharing, we used the analytic hierarchy process (AHP) to construct an ecotourism suitability evaluation system by selecting four factors, including landscape resources, ecological environment carrying capacity, recreation utilization capacity and social condition, taking Xiaoxiangling area of Giant Panda National Park and the surrounding communities as an example. We evaluated the ecotourism suitability based on GIS, and conducted a questionnaire survey of tourists, to propose suggestions on the functional zoning in terms of ecotourism suitability and subjective choice preferences of tourists. The results showed that the ecotourism suitability of the evaluation area could be classified into five levels. The most suitable areas were located nearby the natural landscape resources and far away from the core conservation area, and the least suitable areas distributed at the edge of the core conservation area. According to the results of suitability analysis, the evaluation area was divided into suitable development area, moderate development area, and restricted development area. Combined with the tourist preferences, we divided the recreational activities in the evaluation area into seven activities, namely, ecotourism, eco-camping, science education, leisure vacation, agricultural and animal husbandry culture experience, eco-education, and mountain adventure. These findings could help provide suitable services for different tourists and offer reference for the ecotourism developmental planning of the Xiaoxiangling area of the Giant Panda National Park.

An Importance–Performance Analysis Approach to a Tourism Destination: the Case of Lisbon Metropolitan Area, Portugal

Pull factors, the attributes of a specific location, matter in tourism. These factors encompass the distinctive characteristics and alluring features that attract tourists to a destination, their importance and performance influencing the decision-making process and overall experience. A clear comprehension of this concept is crucial for destinations' economic vitality as they compete for tourists and strive for economic expansion and employment prospects. Indeed, an in-depth knowledge of these factors' importance and performance underscores the need for regions to adjust their approach to evolving tourist preferences. This adaptation is crucial to fostering responsible and sustainable tourism practices that safeguard cultural and natural resources. However, besides learning about the factors considered critical by tourists to visit a location, it is paramount to analyse how they evaluate the performance of each of these factors while staying there.This study focuses on the Lisbon Metropolitan Area (LMA), Portugal, and the findings will provide essential insights into destination competitiveness, sustainable tourism development, and the creation of unique travel experiences. As a destination that gained popularity, attracting tourists from all over the world, it is necessary to comprehend the specific factors that contribute to this vibrant region's allure and how it performs regarding them. The research will use the Importance-Performance Analysis to make data interpretation accessible and suggest relevant measures to improve competitiveness based on optimising the allocation of resources among the various factors/attributes analysed. The research incorporates numerous criteria categories, including historical significance, urban appeal, natural scenery, culinary experiences, cultural heritage, and aspects like streets' cleanliness, transport availability, or health emergency infrastructures. The study's conclusions will impact Lisbon region's (LMA) tourism and destination management. By understanding what factors are more important for tourists that visit the area and their evaluation of the performance of each of these factors, stakeholders can improve marketing, infrastructure, and the visitors' experience to promote sustainable development and maintain Lisbon's standing as a top tourist destination for rewarding and enlightening experiences. Relevant data is also provided to inform future tourism initiatives. This study adds to the academic discussion of location competitiveness and unique travel experiences.

The Role of Ecopreneurship in Bali’s Sustainable Tourism Development: Insights into Government Policy, Tourist Awareness and Preferences

There are numerous environmental issues in Bali, a popular tourist destination in Indonesia, including the problems of waste, critical land, beach abrasion, coral reef destruction and water contamination, all attributed to the rapid expansion of the tourism industry. Ecotourism is one of the solutions to address these concerns, and the initiatives taken involve ecopreneurship, the process of starting and running green firms that support sustainable tourism growth in Bali. The goal of ecopreneurship in the tourism industry is to create and run enterprises that have as minimum negative environmental impacts as possible, while maximising positive social and economic consequences. This is done through improvements on both public policies and tourist preferences, to promote a sustainable tourism development. A mixed method was used, combining SEM PLS, Path Methods, and qualitative research, with comprehensive interviews conducted among ecopreneurs, government agencies, tourists, and academics in Bali. Ecopreneurship variables, comprising environmentally friendly products and services, green technology innovation, environmental and natural resource management, local community involvement, environmental education and awareness, waste and emission management, collaboration and partnerships, measurement of environmental performance and sustainability, moderated by the government policy and tourist awareness and preference, were found to have a significant influence on sustainable tourism variables, namely, natural environment preservation, social welfare and culture, local economic empowerment, resource management and environmental impact reduction, local community participation and public consultation.

ANALYSIS OF CHANGES IN SENSORY PREFERENCES OF TOURISTS UNDER MARTIAL LAW

The study of changes in sensory preferences of tourists under martial law is important both for understanding the impact of military conflicts on people's psychology and behaviour, and for developing strategies for managing the tourism industry in conditions of instability and crisis. The aim of the study is to analyse the changes in tourists' sensory preferences due to the effects of the Russian-Ukrainian war. Two sociological surveys were used to analyse and draw conclusions on the changes in the sensory preferences of tourists in connection with the large-scale invasion of Russia. The first survey was conducted in November-December 2021 and January 2022, the second in September and October 2023, which was a continuation of the first. A chi-squared test was calculated to confirm the hypothesis of a difference in the answers given by respondents before and during the war. Confirmation of the hypothesis allowed to prove that when developing tourism products, companies should take into account changes in the sensory preferences of tourists. The study showed significant changes in the choice of tourist options by travellers under the influence of sensory sensations that were formed during the Russian-Ukrainian war. The cost of travel has become more important, cultural and walking tourism has lost popularity, while extreme and gastronomic tourism has gained popularity. Aromas and tastes have a greater impact on travellers' associative memory, while visual impressions remain important, with historical themes becoming more popular. It was concluded that the sensory preferences and emotional reactions of travellers differ significantly by age. Younger respondents (under 16 years old) prefer food and music the most, while the older group (over 50 years old) prefers cuisine, tastes and appearance. It is clear that tourism businesses need to adjust their services and marketing strategies to take into account these age-specific characteristics and differences in tourists' reactions to sensory stimuli. Tourism businesses can use the findings of this study to adapt their marketing strategies and tourist offerings to the changing sensory preferences and needs of tourists caused by the military conflict. This will allow them to attract and retain customers even in times of insecurity, instability and crisis.

THE ASSESSMENT OF RISK TOLERANCE OF HUNGARIAN TRAVELLERS TOWARDS ABROAD TRIPS

This study identified and examined significant factors affecting the risk tolerance of Hungarian travellers towards abroad trips. Data for the empirical research was derived from an online survey. The final questionnaire included 45 statements describing aspects of travel safety and travel preferences. There was a total of 496 responses, which enabled them to be analyzed. A structural equation modeling (SEM) approach was used to develop the model of risk tolerance assessment. As a result of the study, physical security, price sensitivity, mood-driven factor, and destination's image in the media may be considered as substitutes for determining travellers' risk tolerance. This research contributes to the body of knowledge by supporting the proposition that inner personality traits and image factors may influence tourism preferences, suggesting future studies should use a multivariate approach to explain and predict tourism choices. Tourism managers and private companies operating in this sector can find the results of this study very helpful in planning and promoting tourism to risky destinations.

Assessing the Ecotourism Potential in Sarasalai-Kuruvikkadu and Adjacent Areas in the Jaffna Peninsula, Sri Lanka

Ecotourism is environmentally responsible, enlightening travel and visitation to relatively undisturbed natural areas in order to enjoy and appreciate nature (and any accompanying cultural features both past and present) that promotes conservation, has low visitor impact, and provides for beneficially active socio-economic involvement of local populations. Sarasalai Kuruvikkadu and adjacent areas such as Anthanathidal and Kapputhu in the Jaffna District are rich with significant extents of mangroves that are notable for their waterbirds’ diversity. The diversity and abundance of birds and the ecotourism potential of those areas have not been evaluated probably due to the three decades long civil unrest. The objective of the present study was to evaluate the nature-based ecotourism potential of Sarasalai Kuruvikkadu and adjacent areas. Geographic Information System was used as tool for identify the potential status of entire Jaffna District. Suitability analysis was applied and Multi Criteria Decision Method (MCDM) and criteria ranking method were used. Three aspects such as Flamingo sites (13), other birds’ sites (40) and mangroves areas (66) in the district including study areas were considered for suitability analysis. The evaluating process for ecotourism sites were conducted based on criteria viz. species richness (of birds), tourist preferences, proximity to residential areas, proximity to accommodation, distance from roads, scenic beauty and density and distribution. Based on each three analysis, Potentials sites were derived based on priority ranking such high, moderate, and low potential. Through the overall analysis, the study areas, Sarasalai and Anthanathidal come under the high potential areas (> 75%) and Kapputhu represents lower potential (<45%) based on flamingo and other birds aspects but based on mangrove sites’ analysis, both areas represent high potential status and Kapputhu represents lower status. Our recent studies have shown that Sarasalai is home to at least 82 species of waterbirds (Margalef’s Index 6.74) and Anthanathidal represents 47 species (Margalef’s Index 9.23) and Kapputhu 22 species (Margalef’s Index 3.04). In addition to some of mammals, crocodiles and fishes were recorded in the study areas that have a high potential for promoting ecotourism. The areas had a high abundance of flamingos, which are a major Avi-tourist attraction. The study areas have large extents mangroves (896.6 ha) with four true mangrove species, Excoecaria agallocha, Lumnitzera racemosa, Rhizophora mucronate and Aegiceras corniculatum which is a unique ecotone and attraction and sources for ecotourism. Hence these areas have a great nature-based tourism potential. There is also a great potential for the participation of local people for promotion of ecotourism in the Jaffna peninsula, elevating their poverty.
 
 Key words: Sarasalai, Kuruvikadu, Ecotourism potential, Mangroves, Flamingo

Research on the application of bilateral collaborative algorithm in hotel tourism consumption preference recommendation

SummaryThe continuous expansion of the domestic tourism market has driven the development of the hotel related industry. It is a key focus of the hotel industry to provide accurate supporting services to tourists based on their preferences. However, the current recommendation model mainly considers tourist factors and lacks consideration for hotel factors. In order to address the concerns of recommendation services, a bilateral collaborative recommendation model is proposed, which first analyzes tourist feature data through comprehensive similarity calculation. Firstly, the comprehensive similarity calculation is used to analyze tourist feature data, and the K‐means Clustering Algorithm (K‐means) is introduced to improve the clustering effect between data. And to better distinguish tourist preferences, the Gale Shapley (G‐S) bilateral matching model is introduced to achieve preference matching of consumer features. In the Mean Absolute Error (MAE) analysis of the model, the User‐based Collaborative Filtering (UBCF) model performs the worst. When the k value is 90, the minimum MAE value is 0.7896. The Item‐based Collaborative Filtering (IBCF) model is 0.7776, with the best performance being the improved G‐S model of 0.7325. In the performance testing of three models' preference recommendations, the improved G‐S model achieves an accuracy of over 90% in all three types of feature data recommendations, with the lowest accuracy of 62.5% for UBCF and 71.3% for IBCF. It can be seen that the proposed improved G‐S model can accurately identify tourist and hotel preference data and accurately recommend corresponding projects. The research content provides important technical references for the digital transformation and development of the tourism industry.

Enhancing tourist loyalty through location-based service apps: Exploring the roles of digital literacy, perceived ease of use, perceived autonomy, virtual-content congruency, and tourist engagement.

Advanced mobile functions and empowered smartphones have provided tourists with various location-based service apps that reshaped the business model of the tourism sector. Despite their importance to tourists, l-apps still have limitations, such as ignorance of tourist preferences and the mismatch between app introduction and tourist experience, therefore affecting tourist loyalty to destinations. Understanding tourist-oriented factors thus becomes critical for l-app designers and service providers. This study integrates the technology-acceptance model (TAM) into a unique context to examine the roles of digital literacy, perceived ease of use, perceived autonomy, virtual-content congruence, and tourist engagement on tourist loyalty. Our empirical test of a structural equation model based on a randomly recruited 319 customers found that tourists' digital literacy influences their engagement and perceived ease of use, which mediates the relationship between digital literacy and engagement; tourists' perceived autonomy influences their engagement. Moreover, we found the moderating role of information-experience congruency between digital literacy, perceived ease of use, and perceived autonomy and tourist engagement, thus contributing to the boundary conditions of the TAM model. Finally, tourist engagement contributes to tourist loyalty. The study contributes to the integration of the technology acceptance model with a tourist orientation. The findings also offer meaningful, practical implications and recommendations on l-app design to stakeholders of tourist destinations.

Conservation of Endemic Birds Through the Willingness to Pay Tourists in the Manusela National Park Eco-Tourism Area

Ecotourism management requires a lot of funds, so through ecotourism activities visitors can get involved in supporting the conservation of the area through willingness to pay (WTP). The purpose of this study was to determine the perceptions and preferences of tourists and the willingness to pay visitors (WTP) in supporting the conservation of typical bird species in MNP. Determination of the sample using accidental sampling technique. The number of samples used was 38 tourists. The characteristics and perceptions of visitors were analyzed using qualitative descriptive, while the willingness to pay of tourists used quantitative analysis. The results showed of the calculation WTP to support the conservation of endemic bird species through the management of birdwatching ecotourism attractions obtained a value of 2,000 000, -. This value indicates that the appropriate price for birdwatching ecotourism services in Masihulan Village for tourists is 2,000,000,-.

Analisis Pemasaran Digital Pelaku UMKM Pada Kawasan Wisata Situ Gede Kota Bogor

The proposal to designate Situ Gede in Bogor City as a Creative Economic Tourism Zone is grounded in the findings of the 2022 RIPPARDA study conducted by the Regional Planning and Development Agency of Bogor City. The envisioned development aims to shape the area as a hub for creative eco-tourism, contributing positively to Bogor City's identity with a strong emphasis on community empowerment and environmental sustainability. The region, including Situ Gede, has organically nurtured Micro, Small, and Medium Enterprises (UMKM) over the years, playing a pivotal role in establishing it as a preferred tourist destination. UMKM entities, recognizing the evolving landscape of technology, have adeptly embraced digital marketing strategies, particularly through social media platforms and Google reviews. Research findings illuminate the presence of 11 active UMKM businesses in the Situ Gede tourism vicinity. Notably, 7 of these businesses leverage social media platforms for digital marketing, while 4 have implemented search engine optimization (SEO) and location tagging on digital maps (Geo Tag) through the Google application. The study underscores the imperative for additional guidance and support for UMKM entities to optimize their utilization of diverse digital marketing channels. It transcends the conventional use of social media platforms, extending to strategies like search engine optimization (SEO) and social media optimization (SMO). Additionally, the research advocates for training initiatives to empower UMKM entities in optimizing online sales, whether through social media platforms or popular marketplaces. This comprehensive study seeks to contribute valuable insights to the international academic community, specifically targeting submission to an international journal. By addressing the intersection of sustainable tourism and economic development in the context of creative eco-tourism zones, the research contributes to ongoing discussions on fostering local businesses and sustainable tourism practices.

The Influence of Nationality on the Activities of International Tourists: Perspectives of Tanzanian Safari Guides

ABSTRACT This study examines the activity preferences of international tourists to Tanzania using data provided by Tanzanian safari tour guides. Data were collected from interviews with Tanzanian safari tour guides working in the northern Tanzania tourism circuit. The results suggest that there are significant differences among nationalities with regard to tourist activities (i.e., game viewing, walking safaris, bird watching, hot air ballooning, indigenous heritage, photographic opportunities, and shopping) offered in Tanzania. Whereas American tourists were perceived to be the most omnipresent and flexible in terms of all activities, Chinese tourists were perceived to exhibit distinct differences in bird watching, accommodations (camping), and eating local dishes. From the guides’ perspectives, the study evinces that tourists to Tanzania tend to differ in their activity preferences by nationality. The practical implications of this study entail understanding tourists’ preferences to help destination managers develop products and tailor marketing to different nationalities in different ways.

Identifying the Dimensions of the Domestic Tourism Demand Model in Tehran

Objective: The dynamics of domestic tourism have gained prominence, especially in the wake of global disruptions such as the COVID-19 pandemic, which shifted travel preferences towards more localized experiences. This study aims to identify and analyze the dimensions of domestic tourism demand in Tehran, focusing on the motivations, barriers, preferences, and impacts of tourism within the city. The objective is to provide a comprehensive understanding that can inform policy and strategic planning to enhance Tehran's appeal as a domestic tourist destination. Methodology: A qualitative research approach was employed, utilizing semi-structured interviews as the primary data collection method. The study targeted a purposive sample of local residents, domestic tourists, and professionals within the tourism sector in Tehran. Theoretical saturation guided the data collection process, ensuring a thorough exploration of themes. Data were analyzed through thematic analysis, allowing for the identification of key patterns, themes, and categories within the data. Findings: The study unveiled five main themes: Motivations for Domestic Tourism, Barriers to Domestic Tourism, Perceptions of Tehran as a Tourist Destination, Tourist Preferences and Behaviors, and the Impact of Domestic Tourism. Each theme comprised various categories with associated concepts, ranging from cultural interest, relaxation, and social connections to economic factors, safety concerns, and the broader economic, cultural, and social impacts of tourism. These findings underscore the complex interplay of factors influencing domestic tourism demand in Tehran. Conclusion: This research highlights the multifaceted nature of domestic tourism demand in Tehran, revealing a spectrum of motivations driving tourists, alongside significant barriers that need addressing. The study underscores the potential of domestic tourism as a catalyst for economic development, cultural preservation, and social cohesion in Tehran. By addressing identified barriers and leveraging the motivations and preferences of domestic tourists, Tehran can enhance its domestic tourism sector.

Data-driven innovation and implementation effectiveness of tourism marketing strategies in the digital era

Abstract Tourism marketing strategy is the top priority for all tourist attractions and tourism-related enterprises, and how innovative tourism marketing strategy in the digital era has become the key to improving the competitiveness of attractions and enterprises. This paper uses data mining technology as a basis to study feasible solutions for innovative tourism marketing strategies for scenic spots and enterprises under data-driven. A formalized label representation is used to construct an extended user portrait conceptual model by clustering the tourists’ contextual information using K-means. Tourism marketing targets users based on similarity calculation results, and association rules are used to mine the alignment association rules between tourists’ contextual features and attractions. Combined with the big data framework system Hadoop technology, we have built a tourism marketing platform that is used to analyze the tourism preferences of different tourists and formulate effective tourism marketing strategies. This paper, based on the data-driven tourism marketing strategy, can significantly improve scenic spot traffic. After marketing the Biluo Tower scenic spot in October, the average value of the traffic is up to 20,384 people, compared with the pre-marketing increase of 56.71%. At the same time, the marketing strategy significantly improves the satisfaction of tourists, and after the implementation of the marketing strategy, the satisfaction of tourists in the scenic area generally improves to more than 0.975.

Projection of Culinary Tourist Preferences for Dragon Fruit Peel Tea as an Effort to Optimize Local Herbal Business in Jambewangi Village, Indonesia

There is dragon fruit peel waste that is not being utilized, so recently Jambewangi village received socialization and training assistance from the Banyuwangi State Polytechnic service team to process this waste into products that have high selling value. One of the processed products is dragon fruit peel herbal tea. The service team from the Banyuwangi State Polytechnic together with the people of Jambewangi village succeeded in creating a new superior product from dragon fruit peel waste. The service team also assisted in testing the ingredients in dragon fruit peel herbal tea as well as training on packaging the tea products. To ensure that dragon fruit peel tea can be sold on the market, further research is needed which aims to see consumer preferences for this product. This research will look at several attributes that are tested to see which attributes are really liked by consumers, so that this new product is expected to sell massively on the market. The results found the combination of attributes that respondents most preferred for dragon fruit peel tea was dragon fruit peel tea with ginger flavor, the dipping packaging weighed 50 g, and was sold at a price of IDR 15 000.

Mobility-as-a-Service (MaaS) and sustainable urban mobility in the development of the European museum business: a case study of Spain

The purpose of this article is to analyze the current state of museums in Spain through the prism of the dynamic development of innovative technologies in society. The article reveals the tourist preference for Mobility-as-a-Service (MaaS), which is a single digital travel platform that integrates all the necessary information. An important contribution to sustainable urban mobility is public transport, shared bike, shared e-moped, and shared car. These components, coupled with digital services offering route information to museums, information about museums, booking and purchasing tickets to museum complexes, form the basis and are the main MaaS bundle attributes. Methodology is based on scientific and special research methods. The methods used were analysis, synthesis, systematization, classification, generalization of economic and methodological sources. The authors examined the key properties of the processes of formation and development of museums as one of the most representative manifestations of the cultural heritage of society. The article addresses important issues of the tourism sector through the prism of the European museum sector, analyzing: historical aspects of the development of European social institutions of museum affairs, statistical indicators of the number of museums in European countries, emphasizing their key role in the dynamic development of tourism. To thoroughly analyze the development of European museums, the author examines one of the exemplary examples of creating a successful museum sector in Spain. It is proved that the effectiveness of the museum sector development largely depends on its integration into the socio-economic life of the country, accessibility for all social groups of visitors, sustainable development, available additional services, and a modern website with information about the museum.

Research on optimization strategy of new media marketing of rural tourism under the background of “Internet+”

Abstract Under the background of the Internet, the effective use of new media means can improve the marketing level of rural tourism and adapt to the development needs of the new era. The construction of a new media marketing platform for rural tourism uses Hadoop, an extensive data framework system, to analyze the tourism preferences of various consumers. Based on the constructed platform, a rural tourism consumer portrait model is designed using the fuzzy-C mean clustering algorithm and the personalized recommendation algorithm considering the time effect to realize the precise marketing of rural tourism consumers. In the analysis of consumer precision marketing, consumers can be subdivided into three categories of growing, high-value and general consumers through clustering, and the marketing success rate of the recommendation algorithm in this paper reaches 0.765. The regression analysis further understands that the quality of the products and services of the rural tourism website (0.586) is the factor that has the most significant influence on the satisfaction of the consumers, followed by brand awareness (0.556), and that the different new rural tourism media marketing strategies have the most significant influence on the satisfaction of consumers. Consumer satisfaction is affected by media marketing strategies in other ways. Based on the study’s results, this paper proposes relevant optimization of new media marketing strategies for rural tourism to promote sustainable development.