Abstract
This chapter explains the overviews of tourism, sustainable development, sustainable tourism, and rural tourism; the perspectives on rural tourism destination; rural tourism and entrepreneurship; the importance of sustainable tourism in the global economy; and the importance of rural tourism in the global economy. The fulfillment of sustainable tourism and rural tourism is necessary for modern tourism organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and achieve continuous success in the global economy. Therefore, it is essential for modern tourism organizations to promote their sustainable tourism and rural tourism and develop a strategic plan to regularly check their practical advancements toward satisfying customer requirement. The chapter argues that promoting sustainable tourism and rural tourism has the potential to enhance organizational performance and gain sustainable competitive advantage in the global economy.
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