Exploring the value creation mechanism of agricultural heritage creative tourism based on SEM and fsQCA

Creative performance is essential for tourists to engage in community activities at heritage sites. However, there is a theoretical gap in how creative performance affects the willingness of tourists and residents to co-create values together in an important agricultural heritage site. Therefore, the research combines two methods, SEM (structural equation modeling) and fsQCA (fuzzy set qualitative comparative analysis), to investigate the antecedent paths of tourists’ willingness to co-create value at tea cultural heritage sites. The results show that self-identity and cultural identity play a complex chain mediating role in creative performance, influencing tourists’ value co-creation. Meanwhile, “cultural identity * creative performance * awakening of enjoyment * cultural learning” is the optimal pathway for achieving tourists’ value co-creation. This study advances research on the conservation and development of creative agriculture and cultural heritage communities. Finally, it provides a realistic basis for research on the interaction between tourists and residents.