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Development of agrotourism in unirversities are still rare in Indonesia, including in East Java, especially in Surabaya. National Development University "Veteran" (UPN "Veteran") East Java, especially the Faculty of Agriculture is one of the universities in Surabaya that plans to develop agrotourism in campus/universities that can be used by students and the surrounding communities for a healthy, fun and rewarding recreation and vacation for visitors. In order for the agro-tourism development to go in accordance with customers' expectations, we need a good planning and development-models of agro-tourism, which one should pay attention to the behavior or preference of consumers or potential consumers. Based on that background, thus the importance of this research. This research aims to; 1) Study the consumers’ preference in agrotourism 2) Study consumers’ behavior in agrotourism, and 3) Create agrotourism development-models that suit the preference and behavior of consumers in campus of UPN "Veteran" East Java and implement the model based on the available resources. The study resulted in the following; For the attractions, most consumers/visitors want to see the collection of plants and animals, harvesting or fruit picking, fishing, as well as processing the products that the visitors’ have got. The facilities which consumers want the most are resting spots, WIFI network, toilets, surrounding pathways, and tour guides. Agrotourism consumers’ behaviors are as follows; their main goal for visiting is to have a leisure time while gaining more knowledge, the frequency of their visit is mostly once a week, while in the afternoon and evening, many wearing motorcycle transportation together with friends or family. The agrotourism-model that will be developed is one that has agro attractions such as plant collections, crop or fruit picking and fishing as well as agro-processing with the main facilities being the resting spots, there WIFI networks, toilets, surrounding pathways, fishing pond, parking lots and tour guides. Keyword: Agrotourism development. Preference and

Preference and Consumer Behavior Agrotourism on Campus UPN “Veteran” East Java