Can Community Value Co-Creation Contribute To Village Tourism Sustainability?
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Purpose: This study proposes a conceptual model that positions community value co-creation as a mediating mechanism between managerial capabilities, specifically networking capability and local wisdom and the sustainability of village tourism. Design/methodology/approach: Based on data from 215 village tourism managers in Indonesia and analysed using PLS-SEM with SmartPLS 4. Findings: Reveal that co-creation significantly enhances sustainable outcomes. Networking capabilities support resource mobilisation and collaboration, while local wisdom ensures cultural relevance and community participation. The study makes a theoretical contribution by highlighting the role of intangible community assets in sustainable tourism and offers practical insights for adopting inclusive, culturally rooted value-creation strategies. Research limitations/implications: Most respondents are from the Java and Bali islands, although there are still tourist villages outside of Java and Bali in Indonesia. The study contributes theoretically by highlighting the role of intangible community assets in sustainable tourism and provides practical insights for adopting inclusive, culturally rooted value-creation strategies. Originality/value: The study makes a theoretical contribution by highlighting the role of intangible community assets in sustainable tourism and offers practical insights for adopting inclusive, culturally rooted value-creation strategies.
Abstract
Purpose: This study proposes a conceptual model that positions community value co-creation as a mediating mechanism between managerial capabilities, specifically networking capability and local wisdom and the sustainability of village tourism. Design/methodology/approach: Based on data from 215 village tourism managers in Indonesia and analysed using PLS-SEM with SmartPLS 4. Findings: Reveal that co-creation significantly enhances sustainable outcomes. Networking capabilities support resource mobilisation and collaboration, while local wisdom ensures cultural relevance and community participation. The study makes a theoretical contribution by highlighting the role of intangible community assets in sustainable tourism and offers practical insights for adopting inclusive, culturally rooted value-creation strategies. Research limitations/implications: Most respondents are from the Java and Bali islands, although there are still tourist villages outside of Java and Bali in Indonesia. The study contributes theoretically by highlighting the role of intangible community assets in sustainable tourism and provides practical insights for adopting inclusive, culturally rooted value-creation strategies. Originality/value: The study makes a theoretical contribution by highlighting the role of intangible community assets in sustainable tourism and offers practical insights for adopting inclusive, culturally rooted value-creation strategies.