Breaking Away from Tradition: The New Role of Anxi Tieguanyin Tea Cultural Heritage in Tourist Consumption

Agricultural heritage sites, as complex cultural–ecological systems, coordinate diverse stakeholder interests through value co-creation to promote ecological products, sustainable tourism development, and economic value creation. However, outdated management practices and the lack of a supportive co-creation environment have long hindered dynamic development. This study examines the Anxi Tieguanyin Tea Cultural Heritage site, applying the stimulus–organism–response (S-O-R) theory to construct a model of the spillover effects of value co-creation on tourists’ consumption intention. It further explores the mediating role of consumption intention in this process. A total of 497 valid questionnaires were collected and analyzed using AMOS 27.0 and SPSS 27.0. The empirical results demonstrate that value co-creation enhances tourists’ consumption intention and produces positive spillover effects. Specifically, social, experiential, and cultural values generated through value co-creation positively influence tourists’ consumption intention, as well as related spillover effects such as increased social trust, stronger place identity, and higher repeat visits. Furthermore, consumption intention mediates the relationship between value co-creation and its spillover effects. This study introduces the concept of value co-creation into the context of agricultural cultural heritage tourism, enriching the theoretical understanding of the mediating role of consumption intention. It also extends research on the relationship between value co-creation and tourist behavior, and broadens the study of associated spillover effects. At a practical level, the study offers strategies for integrating agricultural cultural heritage tourism and enhancing the co-creation capacities of multiple stakeholders.