The setting of this study is an orchard that has turned into thriving farm tourism. The company continues to develop itself in line with the high demand for horticultural products and tourism to excel in doing business. This research aims to identify the key success factors of a tourism farm company. Having useful information enables a company to understand its competitive advantages and powerful resources. Therefore, they can outperform the competition and prevent competitive losses. This study employs an exploratory qualitative approach. Data collection was using observation, interviews, and data generated from the company. This research is using three analytical techniques. First, the external environment analysis consisted of Political, Economic, Socio-Cultural, Technological, and Environmental analysis (PESTEL) and Porter's Five Forces Analysis (PFFA). Second, the internal environment analysis encompassed Value Chain analysis, STP analysis, and Marketing Mix analysis. Then, SWOT analysis to determine alternative strategies generated from the external and internal environment analysis. Results revealed that the key success factors of tourism farm company included human resources and natural resources. In this case, the company's service characteristic is inseparable. Lastly, the company must find solutions to overcome their weaknesses, such as the lack of technology and social media use.

No abstract

This study investigates how store environments and sales promotion affect positive emotions and unplanned purchases. Store environment and sales promotion are the independent variables that affect positive emotions as the mediating one. The predictor variable is unplanned purchases. The setting of the study is a global hypermarket. The sample size is 159 respondents, selected by using the purposive sampling method. The data analysis technique utilized in this research was Structural Equation Modeling (SEM), with AMOS 21. The instrument testing is employing validity, reliability, and normality test. The research results revealed that the store environment and sales promotion positively and significantly affected positive emotion. The store environment had a significant positive effect on unplanned purchases. However, sales promotion had no significant impact on unplanned purchases. Additionally, positive emotion significantly influenced unplanned purchases. Meanwhile, store environments and sales promotions had no significant influence on unplanned purchases mediated by positive emotions.

The study aims to analyze the influence of service failure, disappointment, regret, dissatisfaction

The tourism sector has experienced positive development in recent periods. This situation is a positive signal for the industry and the attractiveness of supporting tourism. Various roles of tourism are present, such as: increasing the economy; empowering people to be considered part of the community's lifestyle. Changes in the behavior of tourists draw more tourists to rural tourism as an alternative tourist attraction. This positive signal makes managers have to be more attractive and innovative, especially with their marketing activities. This study aims to explore digital-based marketing innovations carried out by the rural tourism of Tinalah. The concept of diffusion of innovation is used to explore activities carried out by rural tourism through innovative instruments such as innovations, time, marketing communication channels, and social systems. Qualitative research was conducted to find out the various digital marketing innovations carried out by the Tinalah rural tourism, Yogyakarta special region. Collecting data in this study through interviews and using The Miles Huberman method through four stages: transcription, reduction, categorization, and conclusions. The results show that the concept of diffusion innovation has been applied through supporting instruments such as innovation, time, communication channels, and social systems. This research is expected to be a guide for other rural tourism in creating strategies that will be used. This study is unique because it shows how the rural tourism of Tinalah used strategic applications to make its tourism more sustainable.