The development strategy of rural tourism homestays under the new media platform based on SWOT-AHP.

This article focuses on the development strategies for rural tourism homestays in China under new media platforms, analyzing their strengths, weaknesses, opportunities, and threats (SWOT) through a questionnaire survey and the analytic hierarchy process (AHP). The study finds that advantages and opportunities outweigh weaknesses and threats, recommending a growth-oriented (SO) strategy that leverages homestays' unique appeal and new media promotion to enhance tourist experience and increase farmers' income. It proposes specific measures for governments, new media platforms, and homestay operators, including establishing homestay associations, improving supervision and authenticity of online information, encouraging tourist participation in management, and promoting environmentally sustainable practices. The research acknowledges regional differences in tourism resources and infrastructure as a limitation, suggesting future studies to tailor development strategies accordingly.