ABSTRACT
The chapter contributes to the understanding of rural tourism (RT) in Kota Belud, Sabah, Malaysia. It reviews rural tourism experiences as experiential products; illuminates the importance of co-creation experiences to achieve sustainable tourism experiences (STEs) within the rural tourism context; and relates co-creation experiences to the four realms of experiences by Pine and Gilmore (1999). The meaning and attractions of rural tourism are explored and the co-creation of rural tourism experiences within the rural tourism experience network (RTEN) is proposed. It suggests sustainable rural tourism experiences (SRTE) can be achieved through co-creation experiences by focusing on active participation and a high level of interaction between the tourist and host communities/physical environment. The co-creation of rural tourism experiences adds value to RT products and services and embraces innovative and creative ways to provide meaningful and memorable experiences. The chapter concludes with the importance of delivering unique, authentic and memorable RTEs through the co-creation of STEs to ensure sustainable rural development, and examines issues faced in sustainable rural tourism development in Kota Belud, Sabah.
