Ilomata International Journal of Social Science P-ISSN: 2714-898X; E-ISSN: 2714-8998 Volume 4, Issue 2 April 2023 Page No. 199-210 199 | Ilomata International Journal of Social Science https://www.ilomata.org/index.php/ijss The Experience Economy and Marketing Approach in Rural Tourism that Creates Memorable Experience (A Study in Cikolelet Tourism Village) Juliana1, Sabrina Oktaria Sihombing 2 , Ferdi Antonio 3 123 Pelita Harapan University, Indonesia Correspondent: juliana.stpph@uph.edu 1 Received : January 10, 2023 Accepted : April 9, 2023 Published : April 30, 2023 Citation: Juliana., Sihombing, S, O., Antonio, F. (2023). The Experience Economy and Marketing Approach in Rural Tourism that Creates Memorable Experience (A Study in Cikolelet Tourism Village). Ilomata International Journal of Social Science, 4(2), 199-210. https://doi.org/10.52728/ijss.v4i2.691 ABSTRACT: The approach and use of the experience economy has transformed a tourist village with new added value. The presence of ecotourism-based tourism villages and examines the use of community-based tourism models in the development of tourism villages. Through the CBT model, the development of tourist villages has an impact on reducing unemployment, being able to maintain local wisdom and encouraging village independence. The research objective is to examine the use of the experience economy and the use of the CBT model in the development of the Cikolelet tourism village. The research method uses qualitative research methods. Informants in the study were the head of the tourism village Pokdarwis and member of Pokdarwis of the Cikolelet tourism village who understood tourism villages. Data collection techniques were carried out through observations, interviews, and direct documentation of the research object. The results of the study can be concluded that The experience economy concept can be applied to Cikolelet tourism village to enhance the tourist experience and create a unique and memorable destination. The experience economy is based on the idea that people are increasingly seeking experiences over material goods, and that businesses can create value by designing and delivering unique and memorable experiences Keywords: Experience Economy, Memorable Experiences, Cikolelet Tourism Village, Marketing, Business This is an open access article under the CC-BY 4.0 license INTRODUCTION Tourism development has significant economic impacts on both related and unrelated economic activities ranging from agriculture, food processing, trade/crafts, transportation, construction, information and communication technology (ICT), general and vocational training and industrial production (Jucan, C.N. and Jucan, 2013). Rural tourism is frequently perceived as an environmentally and socially sustainable form of rural tourism that generates economic and social benefits for local communities (Pröbstl-haider et al., 2014). Rural tourism has the potential to stimulate local economic growth and social change, according to the United Nations World