<![CDATA[The development of ecotourism and conservation-based destinations is increasingly important to address the negative impacts of mass tourism, which can reduce environmental quality and weaken the educational value of tourist sites. Lembah Hijau Lampung, which promotes recreation, education, and conservation, requires thorough evaluation to ensure consistency between its conceptual vision and actual management practices. This study aims to assess the management of Lembah Hijau Lampung based on ecotourism and conservation principles to support sustainable tourism, viewed from both tourist perceptions and management performance. A mixed methods approach with a descriptive design was used. Quantitative data were collected through tourist questionnaires and analyzed using Importance Performance Analysis (IPA), while qualitative data were obtained through interviews and observations to strengthen interpretation. The findings reveal that most ecotourism and conservation attributes are considered important by visitors, yet their implementation is not fully optimal. Key gaps are found in educational interactivity, the use of technology, and the sustainability of conservation programs. These results highlight a mismatch between tourist expectations and management practices. Therefore, stronger and more strategic integration of ecotourism and conservation is needed so that Lembah Hijau Lampung can function not only as a recreational destination but also as a sustainable, educational, and environmentally responsible tourism model.]]>
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