Escaping Reality, Creating Meaning: How Heritage Tourists Become Emotion Value Co-Creators in the Age of Generative AI

Drawing on self-determination theory (SDT) and service-dominant logic (SDL), this study examines how stress-relief-oriented escape, self-fulfillment, and digital information environments are associated with emotion value co-creation among Generation Z cultural heritage tourists. Survey data from 457 adult Generation Z tourists who had visited cultural heritage destinations in Shanxi Province, China, were analyzed using partial least squares structural equation modeling. Stress-relief-oriented escape was negatively associated with both self-fulfillment and emotion value co-creation, while self-fulfillment was positively associated with emotion value co-creation and carried a significant indirect association between escape and emotion value co-creation. The moderation results revealed contrasting digital boundary conditions: higher media promotion progressively attenuated the negative escape relationships to statistical non-significance, whereas stronger GenAI personalization was associated with increasingly negative relationships. These findings extend tourism motivation research by positioning stress-relief-oriented escape as a recovery-oriented motivational starting condition whose implications depend on the experiential outcome considered. By integrating SDT and SDL, the study identifies self-fulfillment as a measured psychological pathway connecting motivational orientation with emotion value co-creation and shows that this relationship is conditioned differently by interpretive media and preference-adaptive GenAI environments. The findings offer implications for heritage communication and GenAI-enabled tourism design.