LEARNING ORGANIZATION IN RURAL TOURISM: STRENGTHENING HUMAN CAPITAL FOR THE SUSTAINABILITY OF “KETAN HITAM” AGRO-EDU TOURISM IN PUSPAMUKTI VILLAGE

This study explores the application of Learning Organization principles to enhance human capital and ensure the sustainability of the community-based agro-edu tourism initiative, "Ketan Hitam," in Puspamukti Village, West Java, Indonesia. Utilizing a qualitative case study approach, data were collected through in-depth interviews, participatory observation, and document analysis. The findings demonstrate that key dimensions of Learning Organization—such as continuous learning, team learning, shared vision, inquiry and dialogue, strategic leadership, system connection, empowerment, and embedded systems—are actively implemented through skill development programs, knowledge exchange between generations, and community-driven innovation. These learning processes contribute to strengthening the capacity of local farmers and tourism managers to adapt to market changes, improve service quality, and create value-added products. Despite facing infrastructural and resource limitations, the village demonstrates resilience and adaptability. This study highlights the critical role of learning-oriented strategies in empowering rural communities and sustaining agro-tourism models rooted in local knowledge and collaboration.