Rural Tourism is a potential sector in the development of both urban and rural areas. In rural environments, tourism destinations help in communities’ empowerment as well as attaining a sustainable local economic development. The development of rural tourism destinations is carried out based on the villages’ potential as a tourism product attribute. The community itself is not passive but an active meaning it is not only the destination of tourism activities the organizer. They become an inseparable part of tourism products, distinctive local wisdom. The research used descriptive qualitative techniques, and the population was selected using purposive and accidental sampling. Expectedly, the sample villages have very distinct characteristics and potential tourist destinations. The social, economic and cultural factors can add to tourism potential, although the two can also be obstacles in developing the village's strategic plan to transform the village into a tourism community. The strategy produced is related to sustainable economic, environmental, development, and community approaches.

Purpose: The purpose of this study is to examine the effect of green marketing on the tourist intention to avoid future damage to the "Lingkar Selorejo" tourism area, which is supposed to be developed by the Malang Regency government. Theoretical framework: The examination of Lingkar Selorejo as a green marketing rural tourism village comprises of identification of local potential, resources, social and local community insight. Thereafter, determining an appropriate green marketing model as a concept. Finally, creating a road map of Green Marketing implementation. Design/methodology/approach: The research used descriptive qualitative method based on the philosophy of positivism to examine the natural conditions. Primary and secondary data collection techniques used include observation, interview and questionnaire, documentation, and related literature as well as documents. Non-probability sampling technique with the census method was used for data collection, thus everyone serving in the village office was used as a research sample because the number of officials was relatively small, around 10-15 people. Findings: The findings: reveal that SMEs in this region had not implemented Green Marketing due to lack of awareness and high costs and failure by the government to offer support. Besides, the people had not yet considered green marketing and still prioritized low prices and quality products. Research, Practical & Social implications: Further research needs to be studied more deeply in relation with the dimensions of economarketing model, especially on the development of productive and sustainable tourism area which needs to be studied if this variable is included in further research. Originality/value: The value of the study indicate that concern and awareness of the environment and health have changed the outlook and lifestyle of humans and business people. This is evidenced by the changing pattern of business approaches that directs entities with environmental sustainability based activity criteria.

Sustainable economic resilience demands economic diversification activities in rural areas that emphasize the important role of sustainable productivity growth in achieving balanced development and reducing rural areas’ dependence on local or central government support. This conceptual paper explores the concept and mechanisms of green tourism, investigating the opportunities and challenges of green tourism development in rural areas to create sustainable economic resilience. Diversification, particularly through green tourism, serves as an important mechanism to enhance the resilience and well-being of rural communities by reducing their vulnerability to external shocks and economic disruptions. This approach promotes greater self-reliance and reduces the economic risks associated with over-reliance on traditional industries. This study argues that green tourism in rural areas offers opportunities to revitalize local economies, preserve cultural heritage, and protect the environment, while diversifying livelihoods and engaging communities in sustainable practices. However, it also faces challenges, including the risk of environmental disruption from excessive restoration, weak community involvement, cultural dilution, social fragmentation, and the need for effective policy frameworks to ensure long-term economic resilience.

This study examines the impact of push and pull factors on international student loyalty in Malaysian higher education, focusing on the mediating role of student satisfaction. Push factors include limited higher education opportunities in students' home countries, economic challenges, and political instability. Meanwhile, pull factors such as education quality, affordable living costs, institutional reputation, and cultural diversity play a significant role in attracting students to Malaysia. Using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach, this study analyzes data from 512 international students enrolled in public higher education institutions in Malaysia. The findings reveal that pull factors have a significant direct effect on student satisfaction and loyalty. Conversely, push factors do not show a significant effect on satisfaction or loyalty. Additionally, student satisfaction serves as a partial mediator in the relationship between pull factors and student loyalty, indicating that campus experience and support services play a crucial role in shaping international students’ loyalty. These findings emphasize that the attractiveness of institutions and the Malaysian educational environment play a crucial role in ensuring international students' satisfaction and loyalty. This study contributes to providing insights for policymakers to strengthen Malaysia’s competitiveness as a global education destination.

The tea franchise industry in Indonesia has experienced significant growth over the past decade, transforming the traditional tea drinking culture into a modern business opportunity. This research explores the dynamics of tea franchises in Indonesia through cultural perspectives, business strategies, and innovation. This study aims to identify critical success factors, cultural adaptation strategies, and innovation models implemented by major tea franchise brands operating in Indonesia. Using a qualitative research method with a phenomenological approach, data was collected through in-depth interviews with 25 franchise owners, 15 brand managers, and 50 consumers in five major cities in Indonesia, complemented by observation and document analysis. The findings reveal that successful tea franchising effectively balances three key elements: maintaining Indonesia's tea drinking culture while introducing modern consumption patterns, implementing adaptive business models that accommodate local economic conditions, and continuously innovating in product development and service delivery. The study identified four key innovation patterns: product localization (85% of successful franchises), digital integration (92%), experiential marketing (78%), and sustainability practices (68%). Cultural factors significantly influence menu adaptation, store ambient design, and marketing strategy. This study concludes that tea franchising in Indonesia represents a unique hybrid business model that successfully blends the global franchise system with local cultural values, creating a sustainable competitive advantage in the beverage industry.