Costa, TeresaMachado, Ana TeresaNunes, SandraSantos, Zélia RaposoSeverino, Filipe SeguradoCristina, MargaridaRoque, Ana Gláucia2025-08-252025-08-252025-072174-5609PURE: 127558210PURE UUID: 4a19bd3e-c82b-4dd8-888b-a30bf6b5eae9Scopus: 105009953529http://hdl.handle.net/10362/186862Publisher Copyright: ©2025 Teresa Costa, Ana Teresa Machado, Sandra Nunes, Zélia Raposo Santos, Filipe Segurado Severino, Margarida Cristina y Ana Gláucia Roque.This study examines the interrelationship between sustainability values, technology, and co-creation in tourism. While prior research has underscored the significance of sustainability in influencing tourist behaviour, this study reveals that sustainability values do not directly affect co-creation intentions. Instead, technology emerges as a pivotal mediating factor, bridging the gap between sustainability awareness and active participation in co-creation. Employing a sample of 401 tourists in Lisbon, the study utilises Partial Least Squares (PLS) structural equation modelling to analyse the relationships among these variables. The findings indicate that tourists with strong sustainability values perceive technology as an essential facilitator of responsible tourism. However, sustainability values alone do not significantly influence tourists’ perception of co-creation value or their intention to engage in co-creation activities. These results suggest that although sustainability-conscious tourists may endorse eco-friendly tourism, they do not necessarily engage in participatory co-creation behaviours unless technology is incorporated into the process. This finding implies that sustainability is frequently regarded as a passive commitment rather than an interactive, co-created experience. From a practical perspective, the study offers valuable insights for tourism stakeholders seeking to develop technology-driven solutions that enhance sustainable and interactive travel experiences. The findings suggest that digital platforms, artificial intelligence-powered tools, and blockchain-based transparency mechanisms can facilitate co-creation while fostering responsible tourism practices. By integrating sustainability and technological perspectives, this study contributes to theoretical advancements and provides strategic recommendations for promoting meaningful and sustainable tourism experiences in the digital era.24531385engco-creationdestination managementsustainabilitytechnologytourismtouristsSocial Sciences (miscellaneous)Tourism, Leisure and Hospitality ManagementSDG 8 - Decent Work and Economic GrowthSDG 12 - Responsible Consumption and ProductionSDG 13 - Climate Actionjournal article10.14198/INTURI.28524https://www.scopus.com/pages/publications/105009953529