The impact of existential authenticity on family tourists' well-being: the moderating role of co-creation behavior in heritage tourism

Purpose This study aims to examine how existential authenticity (intrapersonal and interpersonal) influences family tourists' well-being, integrating service-dominant logic and family co-creation behavior as a moderator. Design/methodology/approach A survey of 347 family tourists in Pingyao Ancient City, China, was analyzed using structural equation modeling. Well-being was operationalized through subjective well-being (SWB), recollection and word of mouth (WOM). Findings Existential authenticity significantly enhances well-being across all dimensions. Family co-creation behavior strengthens the effects on SWB and WOM but exhibits varying moderating roles across pathways. Practical implications Heritage destinations should foster authentic experiences and encourage family co-creation to enhance tourist well-being and positive post-visit behaviors. Originality/value This study advances value co-creation theory in family tourism by empirically linking existential authenticity, co-creation and well-being in heritage settings.