<p>The purpose of this article is to find out the implications of value co-creation for attitude loyalty and customer behavior loyalty. The findings in this study are the existence of a positive relationship between value co-creation with loyalty in two dimensions, namely attitude loyalty and behavioral loyalty. Co-creation directly affects the behavior of tourism visitors in Kebumen. This means that the higher the involvement of visitors in creating shared value with tourism managers, the greater the loyalty of visitors to the tourism sites. This is demonstrated through return visits and invitations to other visitors. Through an indirect relationship with attitude loyalty as a mediator of behavioral loyalty, value co-creation also shows a positive relationship, attitude loyalty positively influences the behavior of tourism visitors. This finding academically shows a consistent relationship in theories, and shows a new perspective on loyalty antecedents.</p>