This study investigates the motivational factors influencing tourist visits to agritourism sites in Virac, Catanduanes, Philippines with the goal of developing educational resource materials. Using a descriptive research design, data were collected through questionnaires targeting both internal and external motivations among 123 respondents. The analysis, utilizing frequency counts, percentages, and weighted means, revealed that a significant majority of participants (72.36%) fall within the age range of 20-39, with a prominent female representation (54.47%). Notably, students constituted the largest demographic group (48.78%), highlighting agritourism’s appeal to younger audiences. The findings indicate that internal motivations, such as the desire for new experiences and an appreciation for natural beauty, were rated “Strongly Agree” with a weighted mean of 4.50. Conversely, external motivations, including community development and engagement in outdoor activities, surfaced as crucial factors, with the highest-rated motivation at 4.43. These insights hold significance for stakeholders, including local businesses and educational institutions, offering guidance for targeted marketing strategies and initiatives that resonate with younger tourists. Recommendations arising from this study include developing educational programs for young adults, promoting sustainable agritourism practices, enhancing adventure tourism offerings, and organizing community-centric events. By fostering connections between tourists and local communities, the research underscores agritourism’s potential to contribute to sustainable development while enriching visitor experiences and reinforcing community ties in Virac.

Keywords: agritourism, tourist motivation, push–pull theory, Virac, Catanduanes, educational resource material, sustainable tourism development