The hidden key to Bali’s tourism: Co-creation and Tri Hita Karana

This study aims to analyze the impact of co-creation experiences on tourists’ intention to revisit North Bali, with destination image and tourist satisfaction acting as mediating factors, and Tri Hita Karana serving as a cultural moderator. Adopting a quantitative approach with a cross-sectional design, the study collects data from international tourists through surveys. Grounded in the Theory of Planned Behaviour and Service-Dominant Logic, the research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis. The findings reveal that co-creation experiences significantly enhance both destination image and tourist satisfaction, which in turn positively influence the intention to revisit. Moreover, Tri Hita Karana strengthens the relationship between co-creation, destination image, satisfaction, and revisit intention. The study concludes that co-creation experiences are a vital factor in boosting tourist satisfaction and their intention to return to the destination. By integrating cultural values into experiential tourism models, this research contributes to the development of tourism theory. It offers practical insights for destination managers seeking to promote sustainable tourism through community engagement and cultural authenticity. The practical implications suggest that destination managers can enhance tourist satisfaction and revisit intention by focusing on co-creation experiences and the cultural values of Tri Hita Karana.