<![CDATA[ABSTRACTThe purpose of this study was to examine the arousal and memorable rural experience that had an effect on revisitation intention, willingness to pay rural product, positive e-wom. The population of this study is tourism visiting tourist villages in Indonesia. The sample in this study were 200 respondents. This research is a quantitative research with survey method. Data collection tools in this study using a questionnaire. Online questionnaires distributed to domestic tourists who visit tourist villages to respondents using the Non Probability Sampling approach using purposive sampling with the criteria that tourists have visited once a year a tourist village in Indonesia. Data analysis using PLS-SEM. The results of the study there is one variable that is not significant, namely the ACBT variable on Arousal. Meanwhile, Education, Entertainment, Escapism, Esthetics have a significant and positive effect on arousal and the Memorable Rural Tourism experience variable has a significant and positive effect on Revisiting Intention, Willingness to pay rural product, Willingness to share positive e-wom. This study also offers other areas that deserve more research from the perspective of practitioners and researchers. Keyword : Arousal, Memorable Rural Tourism Experience, revisitation intention, willingness to pay rural product, positive e-wom]]>
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