The Role of Digital Marketing and Local Communities in Rural Tourism Development in the Mountainous Shirvan Economic Region

Abstract

Digital marketing can widen access to rural destinations, but visibility alone does not guarantee locally beneficial development. This article examines how digital marketing and community participation can be combined in the Mountainous Shirvan Economic Region of Azerbaijan. A structured qualitative assessment was conducted using official tourism materials and twelve recent sources published in 2023-2026. The analysis treats digital marketing as a visitor journey that links discovery, trust, booking, experience and advocacy, while community participation is assessed through decision-making power, content ownership, enterprise access and benefit retention. The findings show that the region needs a shared digital presence, verified village profiles, bookable local bundles and common service information; however, these instruments should be governed with resident consent and supported by digital skills. A community-owned marketing cycle and an indicator matrix are proposed.