Value co-creation by local residents in intangible cultural heritage tourism: the case of the yellow emperor ancestral worship ceremony

This study uses a unique case to examine value co-creation among local residents in Xinzheng, China, where the annual worship ceremony for the Yellow Emperor is held. Based on a review of the literature, a model is constructed, focusing on residents’ cultural identity stemming from the ceremony, perceived value associated with social, cultural and economic benefits, emotional solidarity within the community and as a result of interaction with tourists for value co-creation. The influence of residents’ cultural identity on their value co-creation at the ceremony site is explored. Additionally, the mediating role of residents’ perceived value and emotional solidarity, is examined. Based on the results, the residents’ cultural identity is noted to have a significant positive effect on their value co-creation for the tourists by engaging with them; second, perceived value and emotional solidarity mediate residents’ cultural identity and value co-creation, respectively. This study is unique in that it offers insights into how local residents view and use value co-creation initiatives in promoting their intangible heritage. In doing so, it makes an important contribution from the standpoint of critical heritage studies by sharing the voice of a marginalized group of heritage tourism stakeholders.