Digital Marketing as a Tool for Promoting Rural Tourism in Meðimurje County

Digital marketing has become a key tool in promoting rural tourism, as confirmed by research conducted in Međimurje County, which highlights its strong influence on tourist perception and behaviour. The analysis shows that digital content—especially video materials, influencer posts and visual formats on social media—significantly affect travel decisions. Younger audiences demonstrate higher engagement and more positive attitudes toward digital content, while older groups rely more on traditional information sources. Despite generally positive perceptions, the findings reveal shortcomings in the representation of authentic cultural and rural experiences, indicating an important area for future development. The study recommends a multichannel approach combining official websites, social media, multimedia content and collaboration with influencers. Particular emphasis is placed on storytelling and the involvement of the local community, as authentic narratives and local products enhance trust and emotional connection with the destination.The importance of continuous performance measurement through clearly defined indicators is also highlighted, enabling timely strategy adjustments. The systematic use of digital tools and sustainable communication practices can further strengthen Međimurje County’s position as a leading rural tourism destination in continental Croatia.