<![CDATA[Abstrak Penelitian ini bertujuan untuk menganalisis pengalaman wisatawan (tourist experience) dalam wisata edukatif di destinasi pacuan kuda Bukit Ambacang serta mengidentifikasi faktor-faktor yang memengaruhi pembentukan pengalaman tersebut. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif. Pengumpulan data dilakukan melalui observasi, wawancara mendalam, dan dokumentasi terhadap wisatawan, pengelola wisata, serta anggota latihan berkuda dengan teknik purposive sampling. Analisis data menggunakan model interaktif Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa pengalaman wisatawan terbentuk melalui empat dimensi utama, yaitu pengalaman emosional, pengalaman kognitif, pengalaman sosial, dan pengalaman sensorik. Pengalaman emosional muncul melalui rasa antusias, senang, dan kagum terhadap aktivitas berkuda serta suasana alam. Pengalaman kognitif terbentuk melalui proses pembelajaran mengenai sejarah pacuan kuda, jenis dan perawatan kuda, serta budaya lokal. Pengalaman sosial berkembang melalui interaksi wisatawan dengan pengelola, komunitas berkuda, dan masyarakat sekitar, sedangkan pengalaman sensorik terbentuk melalui panorama alam, suasana arena pacuan, dan aktivitas berkuda. Penelitian ini menunjukkan bahwa Bukit Ambacang memiliki potensi besar sebagai wisata edukatif berbasis budaya dan olahraga tradisional, namun masih memerlukan peningkatan fasilitas, media edukasi, dan pengelolaan wisata berbasis pengalaman secara lebih terintegrasi. Abstract This study aims to analyze tourist experience in educational tourism at the horse racing destination of Bukit Ambacang and identify the factors influencing the formation of such experiences. The study employed a qualitative approach using a descriptive method. Data were collected through observation, in-depth interviews, and documentation involving tourists, tourism managers, and horse-riding trainees selected through purposive sampling. Data analysis applied the interactive model of Miles and Huberman, including data reduction, data display, and conclusion drawing. The findings revealed that tourist experiences were formed through four main dimensions: emotional experience, cognitive experience, social experience, and sensory experience. Emotional experience emerged from feelings of excitement, enjoyment, and admiration toward horse-riding activities and the natural environment. Cognitive experience was developed through learning processes related to the history of horse racing, horse care, horse types, and local culture. Social experience was shaped through interactions between tourists, tourism managers, horse-riding communities, and local residents, while sensory experience was formed through natural scenery, the atmosphere of the racing arena, and horse-riding activities. The study indicates that Bukit Ambacang has strong potential as an educational tourism destination based on local culture and traditional sports. However, improvements in facilities, educational media, and integrated experience-based tourism management are still required.]]>
