Green Entrepreneurship in Tourism Villages: Environmentally Friendly Businesses as a Local Economic Attraction

This study examines the implementation of green entrepreneurship in tourism villages as a strategy to enhance local economic attraction. Using a descriptive qualitative approach, this research analyzes 15 tourism villages in Central Java and Yogyakarta that implement environmentally friendly business practices. Data was collected through in-depth interviews, participatory observation, and document analysis. The results show that 87% of tourism villages implementing green entrepreneurship experienced a 34% increase in tourist visits over the past two years. Dominant environmentally friendly business practices include organic waste management (73%), handicraft production from recycled materials (62%), and organic culinary product development (56%). These findings indicate that green entrepreneurship not only provides environmental benefits but also serves as a differentiation factor attractive to millennial and gen Z tourists. This research contributes to the development of environmentally friendly business models in rural tourism sector.