Abstract
Stakeholder interest and participation is crucial in the success of city tourism. However, further study is needed to elaborate how value co-creation can be enhanced among stakeholders. The objective of this paper is to develop a simulation model that can describe value co-creation processes in city tourism. For doing so, this study uses Surakarta City as a case study because it is one of the famous tourist cities in Central Java, Indonesia. The study was conducted using a soft system dynamics methodology (SSDM). Data were collected using qualitative and quantitative approaches. The research findings were derived through simulation, which shows the best scenario for improving collaboration among stakeholders. By using the concept of a value co-creation process from a service science perspective, it is believed that the simulation model from this study can provide guidance for the city's tourism sector in order to increase its performance. This guidance is especially relevant for the local government of Surakarta.
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