The embedded path of cultural-tourism integration in traditional villages for common prosperity: Based on the perspective of resource integration and value co-creation

Traditional villages face challenges such as inefficient resource utilization and insufficient stakeholder coordination, which hinders the transformation of cultural and tourism value. Based on the theories of resource integration and value co-creation, this study takes the Goulan Yao village as a case to explore an embedded path for cultural and tourism integration to drive common prosperity. The findings reveal that: (1) Within the "resource integration-value co-creation-common prosperity" development framework, resource integration serves as the foundation for embedding cultural tourism, while common prosperity is the outcome of value co-creation, with the three elements progressing in a logical sequence. (2) The Yao village follows a "recognition-allocation-utilization" logic by deeply cultivating local cultural resources and incorporating modern elements, thereby achieving the industrial transformation of cultural tourism resources into economic capital. (3) The government, enterprises, villagers, and tourists engage in complementary actions and coupled elements within the value co-creation network, jointly fostering multi-dimensional value, including cultural, economic, and social benefits. This study reveals the intrinsic logic of cultural and tourism integration in traditional villages for common prosperity, enriches the theoretical framework of rural common prosperity, and provides both theoretical and practical references for the development of similar tourism-driven traditional villages.