The Impact of Social Media Promotion, Cultural and Natural Motivation, and Destination Attributes on the Image and Attractiveness of Urban Farming Edu-tourism: Evidence from Denpasar, Bali

This study investigates the factors influencing the attractiveness of urban farming as an edu-tourism destination in Denpasar, Bali.Drawing upon a quantitative approach, the research examines the roles of social media promotion, cultural and natural motivation, edufarm tourist attributes, and edu-farm image in shaping tourists' perceptions and intentions.Data were collected through a purposive random sampling of 150 tourists and analyzed using SmartPLS 3.0.The findings reveal significant positive relationships between social media promotion and cultural and natural motivation, as well as edu-farm tourist attributes.Additionally, cultural and natural motivation and edu-farm tourist attributes positively influence the edu-farm image, which in turn enhances edu-farm tourism attractiveness.The study contributes to the literature by providing insights into the key factors driving the success of edu-farm tourism initiatives in urban areas and offers practical recommendations for destination marketers and managers.The implications for theory and practice are discussed, along with suggestions for future research.