<![CDATA[Penelitian ini membahas strategi experience marketing pada Objek Wisata Panorama Ngarai Sianok dan Lubang Jepang Bukittinggi sebagai upaya meningkatkan kualitas pengalaman wisatawan dan kontribusi destinasi terhadap ekonomi lokal. Tujuan penelitian adalah mengidentifikasi penerapan lima dimensi experiential marketing yaitu sense, feel, think, act, relate serta mengevaluasi efektivitasnya dalam membentuk pengalaman yang berkesan. Penelitian menggunakan pendekatan kualitatif deskriptif eksploratif melalui wawancara mendalam, observasi lapangan, dan dokumentasi, dengan informan pengelola, pemandu, UMKM, dan wisatawan. Hasil penelitian menunjukkan bahwa elemen visual, narasi sejarah, dan interaksi sosial telah hadir, namun implementasinya belum terintegrasi dan belum didukung infrastruktur, aktivitas partisipatif, serta strategi digital yang optimal. Pemandu wisata terbukti memiliki peran sentral sebagai pembentuk pengalaman emosional dan edukatif. Kesimpulan utama menyatakan perlunya standarisasi narasi, peningkatan fasilitas, pengembangan aktivitas interaktif, dan penguatan strategi digital untuk memaksimalkan pengalaman wisatawan dan mendorong kunjungan ulang. This study examines the experience marketing strategy implemented at the Panorama Ngarai Sianok and Lubang Jepang tourist attractions in Bukittinggi, aiming to enhance visitor experience and strengthen the destination’s contribution to the local economy. The research seeks to identify the application of the five dimensions of experiential marketing—sense, feel, think, act, and relate—and to evaluate their effectiveness in creating memorable tourism experiences. A qualitative descriptive-exploratory approach was used, involving in-depth interviews, field observations, and documentation with informants such as managers, tour guides, local MSMEs, and visitors. The findings indicate that visual appeal, historical storytelling, and social interaction are present, yet the implementation remains partial and not fully integrated. Limitations include insufficient interpretive materials, limited participatory activities, suboptimal infrastructure, and the absence of a structured digital strategy. Tour guides play a crucial role in shaping emotional and educational experiences. The study concludes that standardized narratives, improved facilities, enhanced interactive activities, and strengthened digital engagement are essential to optimize visitor satisfaction and encourage repeat visits.]]>
