<![CDATA[General Background: Indonesian tourism contributes significantly to national economic growth through experience-based agriculture and educational tourism sectors. Specific Background: Kopi Luwak Cikole in West Java operates as a premium coffee agrotourism destination featuring unique natural fermentation and educational programs. Knowledge Gap: Prior SWOT studies on coffee enterprises generally focus on general business models and infrastructure without integrating digital advertising and visitor education simultaneously within one framework. Aims: This qualitative case study aims to analyze internal and external conditions using a SWOT matrix to formulate optimal advertising and visitor education strategies. Results: Evaluation reveals an IFAS score of 2.79 and an EFAS score of 2.71, positioning the destination in Quadrant I with coordinates (+1.67, +1.31) which recommends aggressive growth strategies. Novelty: This research uniquely integrates SWOT analysis with dual focal points of digital advertising and visitor education for a premium civet coffee agrotourism destination. Implications: Management can leverage transparency in production processes to mitigate animal welfare threats while maximizing aggressive market expansion and structured educational delivery. Highlights: Internal and external matrix evaluations place the agrotourism enterprise in Quadrant I for aggressive growth strategies. Production transparency converts external animal welfare threats and product counterfeiting into differentiation opportunities. Integrated digital marketing and structured educational programs improve competitive positioning in the national tourism market. Keywords: SWOT Analysis, Advertising Strategy, Visitor Education, Agrotourism, Civet Coffee]]>
