The preservation of natural and cultural assets in rural destinations, while providing memorable experiences to tourists, has become a crucial concern for policymakers and destination management organizations. This study employed a means-end chain (MEC) approach to explore how tourists\\\\\\\\\\\\\\\' memorable experiences align with the core principles of sustainable tourism development in rural destinations. The analysis of the collected data from multiple cases in a developing country context identified 11 MECs, 17 attributes, 16 consequences, and 10 values. These findings shed light on the factors that drive tourists\\\\\\\\\\\\\\\' experiences and emphasize the significance of integrating sustainable practices to enhance tourists\\\\\\\\\\\\\\\' overall experiences while preserving the authentic charm and integrity of rural destinations. The findings also offer practical implications for destination managers to enhance tourists\\\\\\\\\\\\\\\' experiences while supporting the long-term sustainability of rural areas

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