Co-Creation Tourism in an Ancient Chinese Town

Co-creation tourism, where visitors actively participate in shaping their experiences, can significantly boost satisfaction and repeat visits to UNESCO World Heritage Sites like Lijiang's Old Town. A study found that deeper interaction and shared experiences—rather than perceived authenticity—drove positive outcomes such as visitor engagement and return intent. The research developed a theoretical model to analyze co-creation dynamics, using survey data from visitors. This approach offers a sustainable solution to counter the decline of local cultures amid mass tourism and commercialization, advancing understanding in cultural tourism development.

McCartney, G., & Chen, Y. (2019). Co-Creation Tourism in an Ancient Chinese Town. Journal of China Tourism Research, 16(2), 159–182. https://doi.org/10.1080/19388160.2019.1596856