The global ecological crisis has impacted the Belt and Road Initiative (BRI) region, and due to the diverse geographical characteristics, the ecological problems in countries along the Belt and Road vary. Overcoming these environmental and ecological challenges is essential for advancing and genuinely implementing green development, and has become a practical necessity for building a “Green Belt and Road.” China, the creator of the Green “Belt and Road Initiative”, actively aligns with international environmental protection standards and plays a leading role in global ecological conservation efforts. China vigorously promotes the development of key policy documents for the Green Belt and Road, providing institutional support for the initiative’s environmentally friendly construction and development. Under comprehensive theoretical planning, various green practices have been implemented, including thematic in-depth research on the Green “Belt and Road” and the “2030 Agenda for Sustainable Development,” the establishment of the “International Green Development Coalition” along the Belt and Road, the implementation of overseas investment and green finance, and the proposal of the “Ten, Hundred, Thousand” initiative for South-South Cooperation on Climate Change. These green practices clearly indicate China’s commitment to building ecological civilization and its relentless efforts toward advancing the construction of a global ecological community with shared-benefits.

The rising trend of tourists selecting agrotourism as a tourist destination has become an intriguing study issue. Seremban is a well-known tourist attraction that is popular among visitors. As a result, Seremban has been selected as the study site. However, river pollution may have an influence on Seremban’s natural environment and agrotourism potential. Furthermore, inadequate infrastructure, such as unauthorized parking, exacerbated the inhabitants’ problems. A growing number of young people leave Seremban to pursue employment or further education in other cities, with no desire to work as farmers. The labor scarcity has also made it difficult for farmers to grow their farms. Consequently, the study aims to examine how factors such as the natural environment, tourist infrastructure, perceived social advantages, and perceived barriers influence the attitudes of Seremban residents towards agrotourism, with a focus on its potential for driving economic growth. This study adopts quantitative research methods, employing descriptive and causal research designs. Primary data collection is conducted through questionnaires, supplemented by secondary data. Non-probability quota sampling is utilized due to the absence of a specific sampling frame, with a sample size of 385 respondents determined using G*Power software. Constructs are developed based on previous research, and the questionnaire comprises Likert-scale items to gauge attitudes and perceptions. A pilot study assesses the instrument’s reliability. Data analysis is performed using SPSS software, encompassing multiple linear regression and Pearson correlation analyses in addition to descriptive statistics. The findings provide valuable insights into the factors driving residents’ perceptions of agrotourism in Seremban, emphasizing the importance of the natural environment, tourism infrastructure, perceived social benefits, and perceived barriers in shaping attitudes. Additionally, the study highlights the resilience of residents’ positive attitudes toward agrotourism, despite potential challenges and barriers identified. Overall, these results offer implications for policymakers and stakeholders involved in tourism development in the region.