Abstract
PurposeThe 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.Design/methodology/approachBased on the theme issue, a critical content analysis of the papers selected for the issue was undertaken.FindingsThe summary paper generally highlights all emerging and innovative approaches from various case studies in rural tourism destinations in Malaysia.Research limitations/implicationsThe complex and dynamic realities of rural tourism are both a challenge and an opportunity for responsible governance of rural tourism destinations.Originality/valueThe 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.
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