ABSTRACT. Developing tourism village or ecotourism requires a carefully integrated planning. The village shows its role and functions as the source of inspiration for environmental and cultural conservation. However, it is not easy to carry out. Developing the tourism village is a great work, multi-sector and requires collaboration. Planning of ecotourism requires the integration of macro, ecosystem and local level. Planning at the macro level gives a legal management basis in the ecosystem and local level. Planning at the ecosystem level devises environmental and cultural vision and coordinates the regional management of a destination. Planning at the local level develops a quality management service, participation, and empowerment of the local people. The development of ecotourism services in the village includes efforts of (i) developing the local empowerment, (ii) developing of infrastructure to meet environmental conservation, (iii) building governance to gain a positive experience and well-being, (iv)integrating the tourism promotion through the product development and market segmentation, and (v) interpreting and educating to offer the education of cultural and environmental conservation.

Hospitality has an important role for the sustainability of tourism services. Efforts to measure the sustainability of hospitality are relevant for dealing with this. This research aims to study the factors related to hospitality and measure the index of hospitality sustainability. The study was conducted at the tourist destination Sumberawan, Singosari district, Malang regency. The study involved 38 students as respondents. Variables of hospitality, invitation, comfort, empathy, satisfaction, and revisit intention were explored through a survey. Path modeling - part least square (PM-PLS) and multi-dimension scale (MDS) is used in the study. The results showed that hospitality is significantly influenced by comfort and empathy. Hospitality also affects satisfaction, and then satisfaction affects revisit intention. Furthermore, satisfaction becomes a mediating relationship between hospitality and revisit intention. All variables included in the category of less sustainable, with a sustainability index of 37.11, 40.84 and 37.57. Five indicators to improve the sustainability index are customers treated kindly, friendly employees, fulfillment of service standards, return visits to tourist sites, and willingness to recommend others.

The participation of rural people in ecotourism activity remains the question, whether they genuinely carry the vision of conservation or are forced to engage in meeting economic needs only. This question is fundamental for building better participation and management of ecotourism in rural areas. The research aims to discuss social capital and social capacities to empower ecotourism in rural areas. The study was carried out in the villages of Ngadas and Gombengsari using a survey approach, and employing descriptive and path analysis methods. The results show that social capital for managing ecotourism services demonstrated the functioning of institutions, networking capabilities, monitoring, evaluation, and innovation.  Social capacity is related to the regulation of institutional, social, economic, and environmental resources.  Social capacity was found more substantial in Gombengsari than Ngadas village.  The research is expected to strengthen the study of social capital as a stock/sink and its relationship with sustainability.