The coronavirus pandemic has reinforced the need for sustainable, smart tourism and local travel, with rural destinations gaining in their popularity and leading to increased potential of smart rural tourism. However, these processes need adjustments to the current trends, incorporating new transformative business concepts and marketing approaches. In this paper we provide real life examples of new marketing approaches, together with new business models within the context of the use of new digital technologies. Via hermeneutic research approach, consisting of the secondary analysis of the addressed subject of smart rural tourism in adversity of the COVID-19 and 6 semi-structured interviews, the importance of technology is underscored in transforming rural tourism to smart rural tourist destinations. The respondents in the interview section were chosen based on their direct involvement in the presented examples and geographical location, i.e. France, Slovenia and Spain, where presented research examples were developed, concretely within European programmes, i.e. Interreg, Horizon and Rural Development Programme (RDP). Interviews were taking place between 2022 and 2023 in person, email or via Zoom. This two-phased study demonstrates that technology is important in transforming rural tourism to smart tourist destinations and that it ushers new approaches that seem particularly useful in applying to rural areas, creating a rural digital innovation ecosystem, which acts as s heuristic rural tourist model that fosters new types of tourism, i.e. smart rural tourism.

This study aims to explore the research on Chinese higher education policy from 2005 to 2024 through a bibliometric analysis. It is revealed that a continuous growth trend and sustained academic interest in this field. Mainland China leads in publication quantity, showcasing the active involvement of Chinese scholars in higher education policy research. Institutions like Peking University, the University of Hong Kong, and Beijing Normal University play significant roles in this research domain. The focus of research has shifted from student attitudes to international students, teachers, innovation models, changing demands, and urban education development, reflecting a growing emphasis on sustainability and internationalization. The study highlights the positive development trajectory of Chinese higher education policy research, with expanding research focuses and deepening concerns for sustainability and internationalization.

 This research aims to empirically examine the role of learning organization practices in enhancing sustainable organizational performance, utilizing knowledge management and innovation capability as mediating variables. The study was conducted in public IT companies across China, which is a vital sector for driving innovation and economic growth. A mixed-methods approach was employed, with quantitative methods accounting for 70% and qualitative methods for 30% of the research. Purposive sampling was utilized to distribute questionnaires to 546 employees from 10 public IT companies. Statistical analysis was conducted using Structural Equation Modeling (SEM). The findings indicate that learning organization practices significantly influence knowledge management practices (β = 0.785, p < 0.001) and innovation capability (β = 0.405, p < 0.001). Furthermore, knowledge management practices positively contribute to sustainable organizational performance (β = 0.541, p < 0.001), while innovation capability also has a positive effect (β = 0.143, p < 0.001). Moreover, knowledge management practices partially mediate the relationship between learning organization practices and sustainable performance, with a total effect of 0.788 (p < 0.001). The mediating role of innovation capability is also significant, with a total effect of 0.422 (p = 0.045). The study further includes qualitative in-depth interviews with 20 managers from 10 IT companies across five regions in China: East, South, West, North, and Central. Senior managers were selected through a stratified sampling method to ensure comprehensive representation by including both the largest and smallest companies in each region. These findings underscore the critical role of learning organizations in promoting sustainability through effective knowledge management and innovation capabilities within the IT sector.

The Malaysian dilemma presents a complex challenge in the wake of the COVID-19 pandemic, requiring a comprehensive statistical analysis for the formulation of a sustainable economic framework. This study delves into the multifaceted aspects of reconstructing Malaysia’s economy post-COVID-19, employing a data-driven approach to navigate the intricacies of the nation’s economic landscape. The research focuses on key statistical indicators, including GDP growth, unemployment rates, and inflation, to assess the immediate and long-term impacts of the pandemic. Additionally, it examines the effectiveness of government interventions and stimulus packages in mitigating economic downturns and fostering recovery. A comparative analysis with pre-pandemic data provides valuable insights into the extent of economic resilience and identifies sectors that require targeted support for sustained growth. Furthermore, the study explores the role of technology and digital transformation in building a resilient economy, considering the accelerated shift towards remote work and digital transactions during the pandemic. The analysis incorporates data on technological adoption rates, digital infrastructure development, and innovation ecosystems to gauge their contributions to economic sustainability. Addressing the Malaysian Dilemma also involves an examination of social and environmental dimensions. The study investigates the impact of economic policies on income distribution, social equity, and environmental sustainability, aiming to achieve sustainable economic growth. The study contributes a nuanced analysis to guide policymakers and stakeholders in constructing a sustainable post-COVID-19 economy in Malaysia.

This study investigates the significance of data analytics in digital marketing for sustainable business growth. Data analytics has become an indispensable instrument in the world of digital marketing, offering organisations the means to achieve sustainable growth while minimising their environmental impact. We gathered data from 273 marketing and business consultants, chosen for their expertise in digital channels and data analytics, using a survey research design. The questionnaire, which was validated through expert review and pilot testing, assessed the relationship between data analytics utilization and its impact on competitive advantage and business optimization. We conducted statistical analyses, including descriptive and inferential statistics, using SPSS version 25.0. Findings reveal a significant correlation between data analytics adoption in digital marketing and sustainable business competitive advantage, as well as a notable impact on business optimization. Recommendations emphasise the strategic importance of customer segmentation and predictive analytics in leveraging data analytics for targeted marketing campaigns and proactive adjustments to market trends. This study underscores the indispensability of data analytics in the evolving digital marketing landscape, offering actionable insights for businesses seeking sustainable growth and competitive advantage.