Optimizing the Potential of Organic Farming Ecotourism in Lubuk Bayas as a Sustainable Educational and Tourism Destination

This study explores the potential of Lubuk Bayas village to become a sustainable educational tourism hub through organic farming-based ecotourism. As environmental awareness grows, there is an increasing demand for destinations that offer both educational and eco-friendly experiences. This research examines how Lubuk Bayas’ organic farming practices can be leveraged to attract eco-conscious tourists, promote environmental education, and support local economic growth. By analyzing local farming practices, visitor interests, and sustainable tourism models, this study identifies strategies to integrate organic agriculture with ecotourism, fostering both ecological preservation and community development. Key focus areas include infrastructure planning, community involvement, environmental impact assessment, and the design of interactive learning experiences for visitors. The study confirms that intention reliably predicts actual behavior, emphasizing that cultivating strong visitor intentions is essential for increasing engagement and encouraging sustainable tourism practices. Environmental and educational values, while essential factors, may be less appealing to some tourists because they tend to be informative. In contrast, tourists are more interested in interactive and emotional experiences while traveling. Social values have a greater influence on tourist intentions than environmental and educational values because tourists are looking for emotional experiences, immediate social impacts, and fun and interactive activities. Factors such as limited interests, social media influence, and instant gratification make social experiences more appealing. However, incorporating environmental and educational values into social interactions can increase their appeal. Key indicators for intention include interest in visiting, participation in local activities, and willingness to recommend the village, while indicators of actual behavior encompass visit frequency, involvement in community events, and sustainable actions taken on-site. These findings highlight the importance of integrating social experiences with sustainable practices in developing Lubuk Bayas as an attractive, resilient ecotourism destination that benefits both the environment and the local community. Keywords: Ecotourism, environmental value, educational value, environmental, social value.