1. Introduction
Cultural heritage, as defined by UNESCO [
1], refers to the physical artifacts and intangible attributes inherited from past generations, preserved for the benefit of future ones. It holds great significance for both individuals and communities, fostering identity and contributing to national cohesion [
2,
3]. Harrison [
4] notes that cultural heritage is continually re-created, providing enduring identity and promoting respect for cultural diversity. Preserving cultural heritage is crucial, with heritage revitalization combining protection with development to maintain authenticity while encouraging innovative uses [
5]. Moreover, cultural heritage conservation and tourism have become critical components of sustainable development, as they integrate environmental stewardship, cultural continuity, and socio-economic benefits for local communities. These dimensions are increasingly emphasized by global frameworks such as the UN Sustainable Development Goals (SDGs).
Cultural heritage tourism embodies this revitalization, offering an avenue for public access to heritage and enabling active participation in its transmission and value creation [
5]. Through tourism, cultural heritage can be creatively transformed, sustaining its relevance in contemporary society [
6,
7]. The tourism experience is deeply rooted in three dimensions: authentic preservation, active development, and value experience, where the latter plays a key role in connecting tourists with history [
8].
Value co-creation in cultural heritage tourism involves all stakeholders integrating resources to create value, where tourists are not merely experiencers but co-creators, influencing both the heritage and its future development [
9,
10]. Through personal interactions and narratives, tourists actively contribute to the heritage experience, integrating cultural heritage into their personal identity [
11]. This process revitalizes cultural heritage, ensuring its ongoing sustainable development, as seen in many attractions that have been restored to meet tourist demands [
12].
Although value co-creation is a central research focus, most studies have examined how it adds value to tourism, often overlooking the emotional experiences of tourists. Culture and emotions are closely linked, with emotions significantly influencing decision-making and behavior [
13]. In cultural heritage tourism, emotional experiences—such as immersion, identification, and nostalgia—play a critical role in driving value co-creation behavior, including sharing experiences and supporting conservation efforts [
14].
While some research has explored the role of emotional experiences, it is often treated as secondary to other factors. For instance, studies on value co-creation focus primarily on cognitive and behavioral dimensions, sidelining emotions as peripheral or final outcomes [
15,
16]. This gap in research highlights the need to better understand how emotional experiences influence value co-creation in tourism.
The recent literature has increasingly highlighted the convergence of cultural heritage tourism, value co-creation, and sustainability in the post–COVID-19 era. For example, a study at agricultural heritage sites demonstrates how host–guest co-creation fosters tourists’ environmental responsibility via psychological ownership and emotional inertia mediation [
17]. Another investigation shows that rural homestay operators, tourists, and government agencies can collaboratively co-create value to sustain community development post-pandemic [
18]. A comprehensive review further categorizes heritage, cultural, and creative tourism activities into sustainability-related clusters—co-creation, innovation technologies, and recovery strategies [
19]. Other research explores how heritage tourism can reinforce community resilience following crises through sustainable practice integration [
20]. Moreover, studies from resident perspectives illustrate how community identity and emotional solidarity influence residents’ willingness to co-create tourism value in intangible heritage contexts [
21], and how living-lab frameworks facilitate multi-stakeholder experiential co-creation for sustainable destination development [
22]. Although these works deepen our understanding of co-creation mechanisms and sustainability linkages, gaps remain in how multiple tourist motivations jointly shape emotional experiences and ultimately drive value co-creation behavior in cultural heritage tourism settings.
Building on the above gaps, this study aims to clarify how tourists’ motivations influence their emotional experiences and, in turn, value co-creation behaviors in the context of sustainable cultural heritage tourism. Specifically, we develop and empirically test a motivation–experience–behavior framework that integrates three motivations (self-enhancement, escapism, and social interaction), three emotional experiences (aesthetic, nostalgic, and flow), and value co-creation behavior as the outcome variable. This framework not only advances prior research that has often examined these relationships in isolation but also incorporates a sustainability perspective by linking value co-creation to the long-term vitality of cultural heritage tourism. Accordingly, this study addresses the following research question: How do multiple tourist motivations shape emotional experiences and ultimately drive value co-creation behaviors in sustainable cultural heritage tourism?
2. Research Hypotheses and Model Construction
2.1. Emotional Experience and Value Co-Creation Behavior
Emotion is a complex psychological state with multiple meanings [
23]. Therefore, when categorizing emotional dimensions, it is essential to conduct a systematic analysis tailored to the characteristics of the research field, context, and subjects. In cultural heritage tourism, tourists emotionally engage with the heritage through its aesthetic value, historical narratives, symbolic significance, and interactive participation. This emotional engagement resonates with their perceptions, cognitions, cultural backgrounds, and personal experiences, triggering emotional responses such as aesthetic appreciation, immersion, and nostalgia [
24,
25,
26].
Among these emotional experiences, aesthetic experience refers to the aesthetic sensations that tourists gain during cultural heritage tourism, reflecting their appreciation of art, architecture, and natural landscapes. This experience is a crucial factor in shaping psychological responses, and therefore, psychological experiences based on aesthetics are referred to as aesthetic experiences [
24]. Nostalgia, on the other hand, is a psychological response rooted in the historical attributes and symbolic meanings of cultural heritage. Tourists can recall cherished memories of the past or find emotional connections between history and their own lives through cultural heritage [
25]. As such, nostalgia is considered a common emotional expression and experience [
27,
28].
Finally, when tourists delve into the historical background of cultural heritage or participate in interactive experiences, their strong connection with the heritage allows them to become fully focused and immersed, thereby achieving a deep sense of enjoyment [
26]. This state of flow is a highly concentrated psychological experience, accompanied by a distortion of time perception and is strongly positively correlated with positive emotions [
29]. Therefore, it is also considered a part of emotional experience.
In summary, this study further categorizes tourists’ emotional experiences in cultural heritage tourism into three representative key dimensions: aesthetic experience, nostalgic experience, and flow experience. Each dimension focuses on different emotional responses and psychological states, yet all profoundly influence tourists’ overall experience and behavior.
The positive relationship between emotional experiences and value co-creation behavior has been confirmed by numerous studies [
30,
31,
32,
33]. Specifically, regarding aesthetic experience, nostalgic experience, and flow experience, firstly, tourists generate relevant aesthetic experiences during the process of appreciating cultural heritage. Humans have a strong desire to share their aesthetic, cultural, and artistic experiences; people often wish to convey their aesthetic and artistic experiences to others and seek admiration and recognition in return [
34]. This psychological drive motivates tourists to actively spread and share their experiences, and engage in communication, discussion, and reflection with others, thus promoting the occurrence of value co-creation behavior.
Secondly, the strong sense of history and cultural symbols of cultural heritage often evoke tourists’ nostalgic memories and emotional connections with the past, which strengthens their emotional attachment to the heritage. This sense of emotional belonging motivates tourists to take a more active role in the dissemination, preservation, and innovation of cultural heritage. For example, they may share their stories and experiences on offline or online social platforms, or express their nostalgic sentiments through artistic creation [
35]. This, in turn, encourages collective discussion, forms a shared cultural memory, creates an atmosphere of co-creation, and drives value co-creation.
Finally, when tourists enter a state of flow, it essentially indicates an increase in their level of engagement and integration, as well as a deeper understanding of the cultural heritage. This makes them more willing to invest time and effort in exploring and interacting with the heritage, while also enhancing their sense of self-efficacy. In this interactive process, tourists are able to offer unique insights and are willing to engage in discussions with others, thus promoting cultural exchange, fusion, and co-creation.
Based on the above discussion, this study proposes the following hypotheses:
H1. Positive aesthetic experiences have a positive impact on tourists’ value co-creation behavior.
H2. Positive nostalgic experiences have a positive impact on tourists’ value co-creation behavior.
H3. Positive flow experiences have a positive impact on tourists’ value co-creation behavior.
2.2. Multiple Motivations
Motivation is the intrinsic force that drives individual behavior and perception. Psychological research suggests that motivation is a multidimensional variable, which can be divided into extrinsic motivation (such as instrumentality, utilitarianism, functionality, etc.) and intrinsic motivation (such as curiosity, the pursuit of adventure, a sense of independence, a sense of achievement, escapism, spiritual needs, and social needs) [
36,
37]. Mokhtarian et al. [
38] argue that travel is often driven by intrinsic motivations because it fulfills higher-level human needs, such as respect and self-actualization.
In the context of cultural heritage tourism, tourists’ motivations guide their focus and psychological state, thereby shaping different emotional experiences. The appeal of cultural heritage tourism lies in its ability to encourage tourists to step outside of their usual environments and visit cultural landmarks to experience cultural diversity, satisfying their desires for cultural sensations or knowledge. By collecting new information and experiences, tourists seek to enrich and elevate their sense of self [
39,
40]. Alternatively, they may seek to escape from everyday stressors, experience new cultural atmospheres, and find temporary peace and emotional relaxation [
41]. Additionally, during their travels, tourists may interact with acquaintances or local residents, enhancing social connections or establishing new social bonds through cultural identification with others, thus satisfying fundamental human social needs [
42,
43].
Therefore, this study summarizes the above motivations into self-enhancement motivation, escapism motivation, and social interaction motivation. These motivations can be both independent and complementary, helping to provide a more comprehensive understanding of the complexity of individual emotional experiences and their impact on behavior.
Self-enhancement motivation refers to the intrinsic drive of tourists to seek personal growth and self-improvement through cultural heritage tourism, encompassing comprehensive needs such as curiosity, knowledge acquisition, and spiritual pursuits. This type of motivation reflects tourists’ desire to gain new knowledge, improve their skills, and enhance their self-confidence through travel. Numerous studies have confirmed that there is a close relationship between self-enhancement and emotional experiences [
44,
45]. When behaviors driven by self-enhancement motivation yield satisfactory results, individuals often experience a stronger sense of fulfillment, achievement, and pride; conversely, failure to achieve desired outcomes may lead to negative emotions [
45].
In the context of cultural heritage tourism, self-enhancement motivation can encourage tourists to more actively explore the art, architecture, and natural landscapes of cultural heritage sites. This enhances tourists’ focus on and engagement with cultural heritage tourism, making them more likely to enter a state of deep concentration and lose track of time, ultimately reaching a flow state. The focus and immersion brought about by self-enhancement motivation also prompt tourists to more seriously and deeply observe and appreciate the aesthetic value and artistic significance of cultural heritage, as well as to engage more actively in learning about the historical stories, cultural backgrounds, and symbolic meanings behind the heritage. As a result, both aesthetic and nostalgic experiences become more profound. Based on this, the following hypotheses are proposed:
H4. Tourists’ self-enhancement motivation has a positive impact on tourists’ aesthetic experience.
H5. Tourists’ self-enhancement motivation has a positive impact on tourists’ nostalgic experience.
H6. Tourists’ self-enhancement motivation has a positive impact on tourists’ flow experience.
Escapism motivation focuses on tourists’ need to relieve stress, pursue pleasure, and regulate emotions through cultural heritage tourism. It reflects the desire of tourists to temporarily escape from the responsibilities, pressures, work burdens, or emotional troubles of everyday life, entering an environment far removed from reality to achieve relaxation and pleasure for both the body and mind. Research has pointed out that escapism is motivated not only by the need to avoid unpleasant situations and the avoidance of negative emotions but also by the pursuit of enjoyable experiences and the creation of positive emotions [
46]. Therefore, the essence of escapism motivation is the release of emotions and the process of recreating positive emotional experiences [
47,
48].
In the context of cultural heritage tourism, escapism motivation helps tourists temporarily escape from the pressures and troubles of daily life, creating a relaxed and peaceful psychological state. This state makes it easier for tourists to immerse themselves in the new cultural atmosphere and become engaged in cultural exploration, which in turn facilitates quicker entry into a flow experience. Additionally, by stepping away from their daily environment and engaging with new destinations and different cultural backgrounds, tourists can broaden their horizons, enhance their appreciation of cultural arts, and improve their aesthetic experience. Escapism is also often associated with dissatisfaction with present life, which brings about nostalgia for better times in the past. When tourists encounter the historical stories and symbolic meanings embedded in cultural heritage, this motivation triggers memories and reflections, leading to the activation of nostalgic emotions. These emotions, in turn, encourage tourists to share their experiences and engage in cultural conversations, further promoting value co-creation behavior. This leads to the following hypotheses:
H7. Tourists’ escapism motivation positively influences their aesthetic experience.
H8. Tourists’ escapism motivation positively influences their nostalgic experience.
H9. Tourists’ escapism motivation positively influences their flow experience.
Social interaction motivation refers to the driving force that encourages tourists to enhance their interactions and connections with others through cultural heritage tourism. It manifests in tourists’ desire to build or strengthen emotional bonds with family, friends, or other tourists by participating in cultural heritage activities or to foster a sense of social integration through collective activities and shared experiences. Cultural heritage tourism provides tourists with a rich social environment, enabling them to establish deep emotional connections with others while exploring history and culture [
49]. In the process of social interaction, sharing both positive and negative emotions, such as venting, expressing empathy/concern, offering help/support, comforting, or discussing suggestions and solutions, these interpersonal interactions can positively regulate tourists’ emotions [
50], leading to a more positive emotional experience.
Therefore, theoretically, by promoting interaction and social connections in cultural heritage tourism, it can have a positive impact on emotional experiences such as aesthetic experience, nostalgic experience, and flow experience. Specifically, positive interpersonal interactions foster the sharing and discussion of cultural heritage perceptions and aesthetic values among tourists and with others. In these discussions, tourists can express their own aesthetic viewpoints while also listening to others’ aesthetic impressions of cultural heritage. This bidirectional artistic interaction enhances their aesthetic experience. Furthermore, in social communication, interacting with different people and sharing individual stories and experiences can evoke collective memories and emotional connections, leading tourists to reflect more deeply on and nostalgically recall the past, thus triggering nostalgic experiences. Finally, social interaction motivation often encourages people to engage in deeper interactions, which increases their focus and involvement in the study and exploration of cultural heritage, facilitating the occurrence of flow experiences. Based on the above discussion, this study proposes the following hypotheses:
H10. Tourists’ social interaction motivation has a positive impact on their aesthetic experience.
H11. Tourists’ social interaction motivation has a positive impact on their nostalgic experience.
H12. Tourists’ social interaction motivation has a positive impact on their flow experience.
Based on the 12 research hypotheses mentioned above, this study constructs a structural equation model of tourists’ value co-creation behavior in cultural heritage tourism, with emotional experience as a mediating variable, as shown in
Figure 1.
5. Discussion
The analysis results indicate that the emotional experience dimensions—namely, aesthetic experience, nostalgic experience, and flow experience—have a significant impact on behavioral intentions (H1, H2, and H3 are supported). This finding is consistent with previous studies and further confirms the positive influence of emotions on user behavior [
63,
64,
65,
66]. It also highlights the positive effect of emotional experiences on value co-creation behavior [
14,
30].
First, aesthetic appreciation often serves as a core attraction in cultural and heritage tourism [
67], where tourists engage with architecture, art, and symbolic meanings embedded in the environment. Aesthetic experiences arise from the accumulation of information during the interaction between the subject and the object [
68]. This information is primarily acquired and understood through people’s senses, and sensory stimulation evokes aesthetic emotions in individuals [
69]. Compared to natural landscape tourism, cultural heritage tourism provides richer sensory stimuli, including appreciating architecture, watching dance performances, listening to artistic music, smelling incense bags, tasting local cuisines, and touching handmade crafts. These stimuli generate more profound aesthetic experiences. Such rich sensory stimulation provokes deeper aesthetic responses, leading to more positive emotions, which in turn drive stronger behavioral intentions, including choices, purchases, payments, and also actions like evaluations, discussions, sharing, and offering suggestions, which are core components of value co-creation behaviors [
70,
71,
72].
Secondly, nostalgia refers to a longing or yearning for the past [
73], and the historical nature of cultural heritage makes it more likely to trigger tourists’ nostalgic feelings. Nostalgia is not a negative emotion; on the contrary, it is a positive coping strategy [
74]. It can invoke positive psychological cues, enhance self-esteem, strengthen social connections, and provide a sense of meaning and existence [
75,
76,
77,
78,
79]. Tourists often place greater value on the source of this experience, which leads them to engage in actions that contribute to the preservation and development of cultural heritage, thereby fostering value co-creation behavior.
Finally, flow experience is considered a key concept in understanding behavior in various fields [
80]. According to Csikszentmihalyi, flow is an important factor for generating creative ideas and behaviors [
81]. Flow is closely related to innovative thinking, value creation, and collaboration [
82,
83,
84]. When tourists enter a flow state during cultural heritage tourism, they are more willing to invest time and energy in exploring cultural heritage. At the same time, their creativity and ideas are often enhanced, enabling them to come up with new ideas and perspectives, thereby enriching the content of co-creation.
In terms of the antecedents of emotional experiences, self-enhancement motivation has a positive and significant effect on aesthetic experience, nostalgic experience, and flow experience (H4, H5, and H6 are supported). “Self-motivation” is a tendency that focuses on establishing or maintaining a specific state of self-awareness, self-representation, or self-evaluation. People seek experiences that improve or enhance their concept of “self” [
85]. Cultural heritage tourism provides such an experience, where individuals believe that through cultural heritage tourism, they not only enjoy the pleasure of travel but also enhance their knowledge and broaden their horizons by engaging with different cultures. Research shows that individuals are highly motivated to adopt various self-enhancement strategies to strengthen the self [
86]. Therefore, driven by self-enhancement motivation, tourists are more motivated to explore, perceive, and engage with various aspects of cultural heritage. This positive motivation often leads tourists to become more immersed in the experience, making it easier for them to enter a flow state. This deep exploration also enhances their understanding and cognition of cultural heritage, fostering a more profound aesthetic attitude and reflection. At the same time, through active and in-depth exploration, tourists encounter more cultural history, symbols, and meanings. In the process of continuous reflection, the connection between themselves and cultural heritage is strengthened, making it easier to evoke nostalgic emotions. As a result, self-enhancement motivation can positively influence aesthetic experience, nostalgic experience, and flow experience.
In terms of escapism motivation, escapism motivation has a positive effect on nostalgic experience and flow experience (H8 and H9 are supported). Based on the interpretation of escapism in three dimensions—nature, culture, and people—it can be observed that seeking stimulating experiences, visiting unfamiliar environments, encountering different social groups, and engaging in culturally heterogeneous experiences during travel can be seen as forms of escaping from one’s current life situation [
87]. Therefore, engaging in cultural heritage tourism is a highly suitable way to escape from reality. The motivation for escape arises from various latent factors in everyday life, including explicit physical environments, implicit social relationships, self-status, and the drive and needs generated by these factors [
87]. Freud and Psychoanalysis [
88] pointed out that the mechanism of escapism involves the self-suppression of personality through alternative defense mechanisms, compensating for certain frustrations by redirecting them into other domains to achieve a sense of autonomy and fulfillment. In cultural heritage tourism, this compensation comes from two aspects: on the one hand, new cultural experiences help tourists temporarily forget current stress; on the other hand, certain cultural elements trigger past associations, evoking pleasant memories and releasing inner pressure. Therefore, escapism motivation positively influences nostalgic experience.
Moreover, the reasons for escapism may include work pressure, a tense lifestyle, complex interpersonal relationships, or an uncomfortable environment. When tourists travel to new destinations, they not only enjoy the pleasure of escaping current pressures but also feel curiosity and excitement toward new cultures, experiencing a sense of relief and relaxation. This can be seen as a liberation of the self and a conscious choice regarding their state of being. As a result, tourists are likely to have high expectations for cultural heritage tourism and actively engage in it. This heartfelt engagement, combined with the alignment of self-awareness and behavior, is a key factor in entering a flow state [
89]. Therefore, escapism motivation has a positive impact on nostalgic experience.
However, escapism motivation did not have a significant impact on aesthetic experience (H7 not supported). This may be due to several factors. On one hand, the core purpose of escapism motivation is to help tourists escape from a tiring, stressful, and demanding lifestyle, seeking relaxation and enjoyment. In contrast, achieving a deep aesthetic experience requires certain conditions. Although sensory stimuli can evoke basic aesthetic feelings, a deeper level of aesthetic experience requires tourists to engage in more profound exploration and reflection, which can sometimes conflict with the goals of escapism, such as relaxation, detachment, and enjoyment. On the other hand, escapism motivation might lead tourists to focus more on short-term pleasure rather than delving into the cultural connotations and artistic values of heritage. This mindset may cause tourists to remain at the surface level of sensory experiences when appreciating cultural heritage, without seeking a deeper aesthetic experience. Therefore, escapism motivation may not lead to an enhancement of aesthetic experience.
In terms of social interaction motivation, it has a positive effect on aesthetic experience (H10 supported), as sharing experiences with others can enhance the perception of beauty. As social animals, humans are inherently driven by social instincts, and social interaction motivation is a natural alignment with this instinct. Communication and interaction between individuals are often driven by external utilitarian factors (such as economic benefits, rewards, etc.) and internal emotional needs (such as recognition, comfort, respect, etc.) [
90,
91]. Cultural heritage tourism provides an ideal environment for social interaction. On one hand, it offers a broad social scope, where tourists can interact not only with other tourists but also with local residents, engaging in discussions centered around cultural heritage. On the other hand, cultural heritage tourism offers common discussion topics, where tourists visiting the same heritage site are likely to share a common interest in its history, art, or culture. This commonality encourages spontaneous communication. By sharing experiences and viewpoints, tourists gain diverse perspectives, deepening their cultural identity. In these interactions, tourists not only express their own aesthetic opinions but also listen to others (such as other tourists or local residents). Aesthetic perceptions continuously clash, align, critique, and integrate through communication and interaction, eventually reaching a higher level of reflection and experience. Therefore, social interaction motivation positively impacts aesthetic experience.
However, social interaction motivation did not have a significant effect on nostalgic experience (H11 not supported). While some previous studies have suggested that nostalgia can provide a sense of connection with others, further reinforcing this nostalgic emotion within social connections [
92], other studies have indicated that social interaction may increase social bonds but does not necessarily evoke nostalgic emotions [
93]. Zhao et al. [
94] argue that nostalgic experiences are often more introspective emotions, and sometimes lack broad applicability. Of course, whether social interaction can generate nostalgic emotions is not universally applicable. Research has shown that the occurrence of nostalgic feelings may be related to the intimacy of the social interaction [
95,
96]. For individuals with higher levels of intimacy, the shared experiences and stories between them increase the likelihood of their social interactions evoking nostalgic emotions. In contrast, among strangers, it is not easy for individuals to open up and discuss their past experiences, and not everyone is willing or able to do so. As a result, it is more difficult for strangers or people with less intimate relationships to engage in discussions about past experiences, making it less likely for nostalgic emotions to arise. In the context of cultural heritage tourism, the relationships between tourists, or between tourists and local residents, are typically not very intimate. Therefore, during their communication and interaction, it is unlikely that they will talk extensively about their past experiences, which makes it more difficult to share a collective nostalgic experience. Hence, it is reasonable that social interaction motivation does not significantly influence nostalgic experience in the context of cultural heritage tourism.
Similarly, social interaction motivation did not have a significant impact on flow experience (H12 not supported). This contradicts some findings from other research areas [
97,
98,
99]. However, in the context of cultural heritage tourism, considering its uniqueness, this result is also somewhat explainable. On the one hand, cultural heritage tourism centers on the experience and feeling of culture, which typically requires tourists to maintain a certain level of focus. Frequent social interactions can disrupt this concentration, and when tourists’ attention is consumed by socializing, they may find it difficult to fully immerse themselves in the experience of cultural heritage, thus affecting their flow experience. On the other hand, social interaction is a two-way process, not a one-way desire. While tourists may approach cultural heritage tourism with the intention of social interaction, other tourists or local residents may not share the same goals and motivations. This misalignment of intentions could lead to frustration in social interactions, which may then affect the overall flow experience during cultural heritage tourism.
Beyond individual experiences, these emotionally driven value co-creation behaviors—such as sharing stories, supporting local artisans, and participating in preservation initiatives—contribute directly to the cultural, social, and economic pillars of sustainability. Cultural heritage tourism serves not only as a medium for experiencing the past but also as a platform for revitalizing local traditions, strengthening community identity, and fostering intergenerational cultural transmission. These processes enhance community cohesion and economic vitality through increased cultural consumption, creative industry participation, and local entrepreneurship.
Moreover, by empowering tourists as active participants in heritage preservation and narrative building, such practices align with the cultural dimension of sustainability, which emphasizes participation, identity, and long-term community well-being. These findings resonate with growing scholarly interest in the role of cultural sustainability in promoting equitable development and resilience in heritage-rich communities [
100,
101,
102,
103]. Integrating such emotion-driven, participatory models into heritage tourism not only enhances visitor engagement but also supports UN Sustainable Development Goal 11.4—strengthening efforts to protect and safeguard the world’s cultural and natural heritage.
6. Research Contributions and Limitations
Cultural heritage tourism has gained significant popularity, underlining the growing importance of value co-creation in this field. This study delves into the antecedent mechanisms of tourists’ emotional experiences and their subsequent influence on value co-creation behavior. The findings not only contribute to enriching the theoretical framework of cultural heritage tourism but also provide practical insights for enhancing the tourist experience and guiding industry practices.
From a theoretical standpoint, this study sheds light on the intricate relationship between emotional experience and value co-creation behavior. By identifying key emotional experiences such as aesthetic appreciation, nostalgia, and flow, it offers a deeper understanding of how these feelings drive tourists’ behaviors. The study also establishes a comprehensive “motivation–experience–behavior” framework, demonstrating how motivations like self-enhancement, escapism, and social interaction shape emotional experiences, which in turn influence value co-creation actions. This framework contributes to advancing theoretical research in the field of cultural heritage tourism by clarifying the pathways through which tourists engage with cultural heritage and create value.
In terms of practical implications, the results suggest that enhancing tourists’ emotional experiences—especially through aesthetic experiences, nostalgia, and flow—can significantly influence their involvement in value co-creation. Based on these findings, cultural heritage tourism providers can develop strategies that align with tourists’ motivations to foster more meaningful experiences. For example, integrating self-enhancement and social interaction motivations into the design of cultural heritage experiences can enhance tourists’ aesthetic engagement and promote active participation. Similarly, tapping into self-enhancement and escapism motivations can stimulate nostalgic experiences by creating immersive environments that evoke emotional connections to the past. Additionally, designing experiences that cater to these motivations can increase the likelihood of tourists entering a flow state, further deepening their engagement and involvement in cultural preservation and co-creation. Such strategies can also guide heritage managers and policymakers in strengthening community-based initiatives (e.g., local artisan workshops, participatory interpretation activities) that balance visitor satisfaction with the long-term vitality of heritage resources and the well-being of local communities.
While the study provides valuable insights, it also has several limitations. The use of convenience sampling limits the generalizability of the findings, and future research could benefit from employing random sampling methods to improve external validity. Additionally, the cross-sectional design used in this study restricts the ability to establish causal relationships between variables. Longitudinal or experimental research could help explore the dynamic processes and causal mechanisms involved in the emotional experience and value co-creation cycle. Furthermore, relying on self-reported data may introduce biases, such as social desirability or recall bias, and future studies could combine behavioral observations, physiological measurements, or big data analysis to enhance objectivity and validity.
Another limitation lies in the treatment of seasonal variation. Although our data collection spanned multiple seasons (February to October), the study did not explicitly examine whether tourists’ motivations or emotional experiences varied across different times of the year. It is plausible that motivations such as escapism or flow may be influenced by seasonal factors such as weather, holidays, or cultural events. Future research could explore these temporal dynamics to deepen our understanding of psychological and behavioral fluctuations in cultural tourism contexts.
Beyond enriching the theoretical framework and offering practical guidance for experience design and management, these findings also underscore how emotionally driven value co-creation behaviors contribute to the sustainable development of cultural heritage tourism. By leveraging tourists’ motivations and fostering deep emotional engagement, heritage managers and policymakers can stimulate practices that balance immediate visitor satisfaction with the long-term preservation of heritage and the well-being of local communities. This approach directly aligns with the United Nations Sustainable Development Goal (SDG) 11.4, which emphasizes strengthening efforts to protect and safeguard the world’s cultural and natural heritage. Strengthening visitor–heritage–community linkages through emotionally engaging and participatory experiences can therefore serve as a pathway for enhancing cultural sustainability, community resilience, and economic vitality. This integration supports broader sustainable development goals and ensures that cultural heritage continues to thrive as a living component of community identity for future generations.