An Empirical SWOT Analysis of Marketing Strategy and Competitive Dynamics in Rural Tourism: A Case Study of Nanyang City, Henan Province, China

This empirical study investigates the marketing strategies and competitive dynamics shaping rural tourism development in Nanyang City, Henan Province, China.Utilizing a mixed-methods approach combining quantitative surveys of tourists (n=250) and qualitative in-depth interviews with key stakeholders (n=20, including tourism operators, local government officials, and community representatives), the research conducts a comprehensive SWOT analysis.Findings reveal significant internal strengths, such as Nanyang's rich cultural heritage (e.g., Han Dynasty relics) and unique natural landscapes (e.g., Funiu Mountain), alongside critical weaknesses including underdeveloped infrastructure, limited digital marketing capabilities, and seasonal fluctuations.Key external opportunities identified encompass rising domestic demand for experiential travel and supportive government rural revitalization policies, while threats involve intensifying competition from neighboring destinations and environmental sustainability pressures.The analysis specifically unpacks how these factors dynamically interact to influence Nanyang's current marketing effectiveness (e.g., brand positioning, promotion channels) and competitive positioning within the regional tourism market.The study concludes by proposing targeted strategic recommendations aimed at leveraging strengths and opportunities while mitigating weaknesses and threats, ultimately contributing to enhancing Nanyang's rural tourism competitiveness and sustainable growth.