This study analyzes how identity fit, narrative selection, co-creation, and AI-Enhanced Interpretation (AII) shape Tourist Active Heritage Engagement in Ecuador. Using a cross-sectional survey of 1336 international tourists and PLS-SEM with Multigroup Analysis, the results show that engagement is driven primarily by identity-based selection, rather than participation alone. MGA reveals a marked asymmetry: AII increases engagement and co-creation only among visitors with high technological readiness, whereas for low-readiness tourists, co-creation may even diminish engagement. These patterns expose digital inequalities and asymmetries in narrative agency, echoing UNESCO’s concerns about AI’s selective influence on cultural knowledge flows. Overall, the study demonstrates that co-creation operates conditionally within identity-driven processes and underscores the need for inclusive, differentiated interpretive strategies.
Robina-Ramírez et al. (Wed,) studied this question.