Reimagining Heritage Tourism Through Co-Creation: Insights from Prenggan Tourism Village, Yogyakarta

This mixed-methods study examines how cultural heritage identity and co-creation value influence the tourist heritage experience in Prenggan Tourism Village, Yogyakarta, particularly focusing on local wisdom’s role as a mediator of these effects. This study was conducted in two sequential phases: the qualitative phase explored community narratives, cultural practices, and co-creation activities through interviews and observations, while the quantitative phase validated these insights using survey data collected over the past year from 208 domestic tourists. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to test the reliability and validity of the results and evaluate the hypothesized relationships. The findings reveal that both cultural heritage identity and co-creation value significantly strengthen local wisdom, which in turn enhances the depth and authenticity of the tourist heritage experience. This study demonstrates that local wisdom serves as a bridge between cultural identity and visitor engagement, promoting immersive and meaningful experiences. This research aligns with several United Nations Sustainable Development Goals (SDGs): it contributes to SDG 8 (Decent Work and Economic Growth) by supporting local livelihoods through tourism, SDG 11 (Sustainable Cities and Communities) by preserving cultural heritage and empowering local communities, and SDG 12 (Responsible Consumption and Production) by fostering sustainable and culturally respectful tourism practices. The findings contribute theoretical insights to the heritage-based experiential co-creation literature and offer practical implications for policymakers and destination managers aiming to enhance community-based tourism sustainability.