The influence of experiencescape of home-based accommodation on tourists’ subjective well-being at cultural heritage sites: The role of value co-creation

This study aimed to examine the role of the experiencescape and co-creation behavior in the formation of customers' subjective well-being in the context of home-based accommodations at cultural heritage sites with communitas as the moderator. Empirical data were collected from 413 respondents in the ancient city of Pingyao, China. The results of the structural equation model indicated that the experiencescapes formulated by home-based accommodations at cultural heritage sites attracts customers who became ‘active creators of value’ to generate more active participation and interaction behavior. Affective/cognitive value was a useful mediator in bridging experiencescapes, co-creation behavior, and subjective well-being. In addition, communitas strengthened the effects of the interaction and active participation behaviors on affective value and of the active participation behavior on cognitive value. Further, the study investigate how combinations of value co-creation dimensions might lead to subjective well-being by utilizing fuzzy set qualitative comparative analysis. These findings provide valuable information for applying experiencescape to create a more value experience in home-based accommodations at cultural heritage sites. •This study validated the pivotal role of experiencescape in HBA value co-creation.•Experiencescape had a stronger impact on co-creation than co-creation behavior.•Affective and cognitive values as the outcomes contribute to subjective well-being.•Communitas strengthen the effects of co-creation behavior on co-creation value.