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The main aim of this paper is to critically review the contribution made by this theme issue to the literature by examining contemporary innovations that are emerging and enhancing responsible rural tourism practices in Malaysia.

Based on the theme issue, a critical content analysis of the papers selected for the issue was undertaken.

The summary paper generally highlights all emerging and innovative approaches from various case studies in rural tourism destinations in Malaysia.

The complex and dynamic realities of rural tourism are both a challenge and an opportunity for responsible governance of rural tourism destinations.

The current theme issue explores emerging models from stakeholders' perspectives to enhance the concept of rural tourism sustainability in the context of the economy, social and environment.

This study aims to explore the latent potential of alternative-responsible tourism and ecotourism leadership in sustainable tourism and the sustenance of rural communities in Musina Municipality in Limpopo Province, South Africa. It also sought to compare this potential with other African pastoral areas and to integrate it with various rural sites elsewhere abroad.

Narrative literature, document reviews, interviews and focus group discussions were used to garner relevant data and were analyzed through cross-tabulation analysis and manually. On this account, probable climate change-bound environmental consequences, rural, tourism, farming and ecological administration issues came to the forefront.

The examination correlates the potential position of proper ecotourism exercises and responsible tourism as an agreeable path to promote sustainability in rural localities. Subsequently, upon apparent countryside products, ecotourism and farming exercises glimpsed in the study area, environmental degradation poses a conceivable hazard to natural resource governance. Hereafter, it aggravates the possibilities for climate change effects and poor subsistence.

The rich biodiversity in the study area provides platforms for sustainable rural tourism enterprises and addresses any pertinent concerns. Thus, the study has manifested a demand for a creative tourism approach and innovations against environmental change outcomes and to capacitate Musina Municipality residents and probably others elsewhere on the continent to engage in ethical tourism initiatives and sustainable livelihoods.

The main aim of this paper is to review the contribution made by this theme issue in responding to the strategic question: “How do we develop more sustainable and responsible rural tourism by benchmarking innovations and new practices in Asia?”

A content analysis of the papers was undertaken to learn from best practices within and outside Asia. Structured questions were used to enable the theme editors to reflect on the rationale for the theme issue question, the starting point and the nature of the contribution made by the writing team.

This summary highlights the most significant outcomes in terms of the contributions to knowledge and/or professional practice, and also the implications for management action and applied research arising from the review of best practices in Asian countries such as Malaysia, Indonesia, Thailand, The Philippines, Vietnam, Korea, India, China and Chinese Taipei. Some of the innovative approaches that can be adopted by Asia from non-Asian countries, namely, New Zealand, Australia, Canada, Lesotho and Poland, are also presented.

This paper outlines the challenges and new approaches needed in managing and developing rural tourism initiatives that have been established in other countries.

This paper explores the extent to which the lessons and innovative approaches discussed in this theme issue could be replicated and applied in countries that are developing rural tourism.

For years, the community in Bario has chosen to organize a slow food and cultural festival annually to draw tourists to Bario. The aim of this paper is to explore the staging of slow food events as a high‐yield strategy for rural tourism destinations and how they can be used to move a destination up the value chain in responsible rural tourism practices.

The study adopted an interpretative approach. Participant observation and 15 in‐depth interviews with local and foreign tourists were conducted to elicit responses before, during and after the event. In addition, photography and videography were also employed.

Findings revealed that the event was seen by many as a catalyst for the provision and development of infrastructural development. More importantly, 67 percent of the foreign tourists interviewed state that the price of goods and services at the event are reasonable and affordable, given the unique cultural experience during the festival in Bario. These findings imply that such an event has potential in generating higher yield for a rural destination. However, findings also show that the event could be better marketed and managed.

A significant contribution of this study is its exploration of the use of slow food events in a rural destination as a strategy in generating high yield for a rural tourism destination.

The purpose of this paper is to provide an insight into the purpose and development of responsible and sustainable tourism. Moreover, to present a critique of existing approach taken and to provide industry solutions towards key aspects, such as nature area tourism, eco‐tourism, and rural development/tourism.

In doing so, the paper will reconcile elements of responsible tourism and ecology within destination management. Whilst within a context of the tourism industry, the article will present a best practice approach for industry.

Sustainable and responsible rural tourism development is unachievable without the application of ecological thinking. Consequently, tourism ecology naturally helps develop the tourism of rural areas based on local natural, social and cultural resources. Nevertheless, it is also an expectation that actors of the system, i.e. tourists must continue an active and responsibly sustainable practice.

Sustenance of tourism is a double task: industry has to provide long‐term reservation and guarantee that entrepreneurs' input of capital will return and at the same time, improve their economic prospects. Sustainable tourism has to be endurable and economically executable on the long term, but at the same time, it has to be socially and ethically fair in relation to the host community.

This viewpoint presents an insight into tourism ecology from a variety of disciplines to form a rational approach to contemporary sustainable tourism.

This article aims to provide a case study of rural tourism in the island of Labuan, Malaysia from the broadcasting and business perspectives. It explores the collective social responsibilities of the local stakeholders and the related local authorities.

The study uses a mixed mode of quantitative and qualitative methodologies, and a framework of the five dimensions of sustainable rural tourism and corporate social responsibility to explain how radio broadcasting and the business communities' initiatives are socially responsible towards tourism.

The research reveals that locals and stakeholders receive sufficient information from the media, especially Labuanfm, but stakeholders could be more responsible and efficient in channeling the required information for the continued sustenance of rural homestay tourism as a viable economic activity.

The study recommends that stakeholders offer additional commitment as formal assistance for homestay entrepreneurs is not a healthy option in the face of competitive development of modern hotel accommodation.

For the first time, an evaluation of stakeholders' CSR has been undertaken. This study should raise government awareness of Labuan's rural livelihood and the need for a communication strategy that disseminates an actionable communication plan.

Tourism is one of the upcoming service industry in India with high potentials for future growth, particularly in rural areas. Many potential barriers are affecting the growth of tourism in rural India. Therefore, it is essential to explore and prioritize the barriers to tourism growth in rural India.

Qualitative and quantitative responses from “16” experts related to tourism and hospitality management from central India are collected for this study. An integrated Multi-Criteria Decision Making (MCDM) based framework is adopted to identify and relate significant barriers to tourism growth in India.

The result of the study identified many significant barriers and their importance to tourism growth in rural India.

The findings of this study add to the knowledge base of tourism research in line with the previous literature. This study offers an in-depth understanding of barriers focusing on rural tourism growth and devising both the plan of action and the suggestive measures in dealing with rural tourism.

The study provides a robust framework by integrating Interpretive Structural Modelling(ISM) and Decision Making Trial and Evaluation Laboratory (DEMATEL) to explore and prioritizing the critical barriers to rural tourism growth in India. The results of this study can help the decision-maker to fundamentally improve the economy of India through the growth of rural tourism.

In the late 1990s, the tourism in Serbia had been developing spontaneously, supported by the policy of undifferentiated marketing. That kind of approach to tourism development led to unsatisfying results, which is a notion primarily based on Serbia’s obvious natural and social resources. An alternative to this approach to tourism development is the differentiated marketing strategy focusing on relevant market segments called “targets.” That way, it would be possible to commercially valorize a significant number of resources (natural and social) as well as a large number of touristic products.

Due to current trends in the international tourism market – moving away from the concept of mass tourism (holiday at the seaside and “ski resorts”), i.e., the ongoing diversification of tourism products, there is undoubtedly more potential for new tourism development trends. The increasing investment in tourism development of the Danube basin, with a larger number of potential tourist products, is expected to make it more attractive to the tourist market. This should have positive effects on the overall development of tourism in Serbia.

This chapter focuses primarily on the research of the Upper Danube region. It will show the importance of the natural and social (anthropogenic) resources suitable for the development of tourism in this area. Special attention shall be paid to the concept of sustainable tourism development, which develops tourism in accordance with the interests of all stakeholders. The positive interaction between all interest groups creates the conditions that ensure satisfaction of all stakeholders and general welfare.

This paper aims to explore innovative education approaches in a rural area of Thailand and the socioeconomic transformation fostered in that area through community-based tourism.

This study examined the elements in a case study that successfully linked “non-formal education” (NFE) channels to community development. More than half the population of the Association of Southeast Asian Nations (ASEAN) still lives in rural areas, where poverty is widespread. Numerous programmes have been initiated to address the socioeconomic imbalances of the region, and tourism is now considered a driver for rural economic development. However, the development of human resources in rural areas remains low. Education is considered both an important tool for development and a channel for innovative practices to effect the socioeconomic transformation of rural areas. The data for this case study were sourced from secondary documents such as institutional communication, statistics, iconographic documents and websites. The data were analysed through content analysis and provided the basis for interpretation and conceptualisation of the innovative practices adopted by the school.

This study found that the efforts deployed in setting up a non-formal school in a marginalised rural area placed the community at the centre of the pedagogical approach. NFE, indeed, was found to have the ability to enhance the new concept of sustainability for socioeconomic transformation. It helped to leverage the knowledge gained at school onto other skills such as communication and business and built entrepreneurs with the skills and knowledge of newer technology required to develop the tourism industry.

This study is expected to delineate the basis of a framework for innovation in rural education. This framework should be relevant to researchers and practitioners, and could guide local communities in Thailand and other areas of ASEAN.

This is the first study of its kind to examine innovative practices initiated by a specific community school that enhanced tourism and built entrepreneurs. This model can be replicated in other field studies.

The purpose of this paper is to share information on how the advantages of tourism are both a result and a determinant of the quality of life in rural areas. Consequently, it is one of the main factors for sustainable development in the social context.

Quantitative and qualitative research was undertaken of 36 villages that have been developing rural tourism for at least 20 years in Poland. In-depth interviews were conducted with destination management organizations (DMO) leaders and members of the local communities. Direct observation was used to gain an understanding of the realities in the field. Round table discussions with managers of rural tourism and members of the communities helped to perform the cost-benefit analysis of the development of rural tourism. This study was conducted between the years 2009 and 2014.

This study monitored patterns and changes in residents’ quality of life and measured their perceptions of rural tourism. The findings showed that negligence and errors during the planning stage results in a negative opinion of tourism, leading to unfavorable effects on future development, causing intolerable material, financial and social costs. Three types of factors influencing tourism were identified: social and technical infrastructure, ecology and lifestyle. These findings are important for local policymakers and rural tourism business.

Readers need to remember that only clearly determined population was considered in the research and specific sampling settings; reference to other settings may have produced different results. The extent to which the findings can be generalized certainly requires further investigation.

The development of rural tourism is considered a viable means to attract tourists to a destination and to enhance residents’ overall quality of life. However, the perception of tourism’s influence on the overall quality of life depended on internal marketing and proper communication. This study yielded interesting conclusions that have practical implications for DMO and tourism leaders who continually evaluate rural tourism initiatives.

The experience of 20 years in the Polish modern agrotourism industry represent a set of observations concerning both the improvement within the quality of life of rural residents, as well as the danger of social conflict, depending on the management tools and practices applied at rural tourist destinations. Negligence and errors during the planning stage may result in a negative opinion of tourism, leading to unfavorable effects on future development of tourism and causing intolerable material, financial and social costs.

Although this study referred to communities living in Polish villages, the findings show that detailed planning and the DMO’s communication efforts resulted in positive opinions from local residents with regard to tourism, and helped to avoid high material, financial and social costs. The case studies from Poland offer a universal benchmark in managing rural tourism destinations and show the challenges that needed to be addressed for the development of sustainable rural tourist destinations.