Abstract

This study aims to design a model for developing agricultural tourism for local products in Tarom County, emphasizing digital marketing. It follows a mixed-methods approach, incorporating both qualitative and quantitative research. The study is applied in purpose and descriptive-survey in data collection. In the qualitative section, data were gathered through a literature review, articles, and semi-structured interviews with 13 tourism experts and practitioners in Tarom, selected via purposive sampling. The data analysis was conducted using the grounded theory method and MAXQDA software, employing a coding approach. In the quantitative section, data were collected through purposive sampling from 35 experts and specialists via a questionnaire, analyzed using Kendall's correlation test.

The results indicate that the development of agricultural tourism in Tarom is influenced by economic, social, and technological factors. The proposed strategies include investment in digital marketing, empowering local communities, expanding high-speed internet, regional branding, and growing online sales markets. These initiatives can enhance customer engagement, improve farmers’ productivity, and boost the rural economy.



Keywords: Agritourism, digital marketing, local products.