The business climate fluctuates. Do tour operators prefer to thrive by doing nothing or by employing innovative strategies? Defend or Attack? These are the questions that tour operators ponder when recalling their fate in this industry. The primary purpose of the present study is to examine the effect of rural tourism e-marketplace behavior on rural tourism’s dynamic sustainability. Additionally, this study seeks to confirm that the factors of product, price, and time savings serve as the benchmarks for behavior in rural tourism's e-marketplace. The covid-19 outbreak has begun to disrupt the tourism industry as more customers have started to develop loyalty and retention through online mechanisms in higher numbers given the limited circumstances.