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September 10, 2025SustainabilityOpen Access

The Emotional Foundations of Value Co-Creation in Sustainable Cultural Heritage Tourism: Insights into the Motivation–Experience–Behavior Framework

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This analysis finds that emotional experiences influence value co-creation in cultural heritage tourism, highlighting key motivations.

Emotional experiences significantly drive value co-creation in sustainable cultural heritage tourism.
Self-enhancement motivation boosts aesthetic, nostalgic, and flow experiences in tourists.
Data were analyzed using partial least squares structural equation modeling with 470 responses from visitors.
Enhancing emotional engagement is vital for fostering sustainable practices in cultural heritage tourism.

Zhou et al. (2025) studied this question.

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