Exploring Technology Adoption at Heritage Tourism Sites: A Cross‐Disciplinary Analysis of Value Co‐Creation and Game Theory Applications

ABSTRACT This study examines value co‐creation in heritage tourism technology adoption through qualitative interviews ( N = 15) and game theory analysis. Findings reveal collaboration challenges, including information gaps, fragmented departments, insufficient data, top‐down decision‐making, and coordination barriers. Five co‐creation obstacles were identified: limited stakeholder interaction, visitor participation difficulties, unrealistic components, and time lags. Game theory suggests stakeholder interactions often lead to co‐destruction rather than co‐creation. Recommendations include digital platforms to reduce costs and improve efficiency. The study integrates co‐creation theory with evolutionary game models, highlighting stakeholder conflicts in heritage tourism. Practical implications suggest policy incentives, certification systems, and digital collaboration tools to enhance co‐creation. Limitations include a focus on China, calling for broader future research.