Real estate 4.0 – Experiences from the rural

IF 5.1 1区社会学 Q1 GEOGRAPHY

Journal of Rural Studies Pub Date : 2024-10-23 DOI:10.1016/j.jrurstud.2024.103457

Niamh McHugh

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Abstract

This paper explores the concept of Real Estate 4.0 and how this latest phase of technological advancement is being experienced in rural areas through the medium of digital marketing. In particular, it draws upon the experiences of Estate Agents and how through adopting the latest digital marketing technologies, they can specifically target certain audiences as well as influence the perception of the rural through drawing upon popularised notions of this space, such as the rural idyll.

Real Estate 4.0 builds upon the wider industrial developments occurring across the economy, known as the Fourth Industrial Revolution or Industry 4.0, and is characterised by the central role of consumer (Schmitt 2017; Morrar et al. 2017). Taken from a sample of 13 Estate Agencies, which varied in their operational structure and location, this paper examines the latest digital marketing practices being used by estate agents today in the sale of real estate, with reference to three villages in the UK, Great Missenden, Ombersley and Caldbeck. In doing so, it provides much needed research into the different digital marketing practices being used by Estate Agents and contributes towards understandings of how these technologies are being experienced in rural areas.

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房地产 4.0 - 来自农村的经验

本文探讨了房地产 4.0 的概念，以及农村地区如何通过数字营销媒介体验这一最新阶段的技术进步。特别是，本文借鉴了地产代理公司的经验，以及他们如何通过采用最新的数字营销技术，专门针对特定受众，并通过借鉴农村田园风光等农村空间的流行概念，影响人们对农村的看法。"房地产 4.0 "建立在整个经济领域正在发生的更广泛的工业发展之上，即所谓的 "第四次工业革命 "或 "工业 4.0"，其特点是消费者的核心作用（Schmitt，2017 年；Morrar 等，2017 年）。本文以英国的三个村庄--大密森登（Great Missenden）、奥姆伯斯利（Ombersley）和考德贝克（Caldbeck）--为样本，研究了当今房地产中介在房地产销售中使用的最新数字营销实践。在此过程中，本文对房产中介所使用的不同数字营销实践进行了亟需的研究，并有助于了解这些技术在农村地区的应用情况。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Rural Studies Multiple-

CiteScore

9.80

自引率

9.80%

发文量

286

期刊介绍： The Journal of Rural Studies publishes research articles relating to such rural issues as society, demography, housing, employment, transport, services, land-use, recreation, agriculture and conservation. The focus is on those areas encompassing extensive land-use, with small-scale and diffuse settlement patterns and communities linked into the surrounding landscape and milieux. Particular emphasis will be given to aspects of planning policy and management. The journal is international and interdisciplinary in scope and content.