Sustainability, technology and co-creation: a virtuous circle for sustainable tourism in Lisbon region

Teresa Costa; Ana Teresa Machado; Sandra Nunes; Zélia Raposo Santos; Filipe Segurado Severino; Margarida Cristina; Ana Gláucia Roque

doi:10.14198/INTURI.28524

Autores/as

Teresa Costa Escola Superior de Ciências Empresariais, Instituto Politécnico de Setúbal (IPS); RESILIENCE – Centre for Regional Resilience and Sustainability; CiTUR - Centre for Tourism Research, Development and Innovation, Portugal https://orcid.org/0000-0001-5252-121X
Ana Teresa Machado Escola Superior de Comunicação Social, Instituto Politécnico de Lisboa (IPL); LIACOM - Laboratório de Investigação Aplicada em Comunicação e Média; CiTUR - Centre for Tourism Research, Development and Innovation, Portugal https://orcid.org/0000-0002-0415-2058
Sandra Nunes Escola Superior de Ciências Empresariais, Instituto Politécnico de Setúbal (IPS); RESILIENCE – Centre for Regional Resilience and Sustainability; NovaMath - Centre for Mathematics and Applications at FCT/UNL, Universidade Nova de Lisboa, Portugal https://orcid.org/0000-0002-0123-5771
Zélia Raposo Santos Escola Superior de Comunicação Social, Instituto Politécnico de Lisboa (IPL); LIACOM - Laboratório de Investigação Aplicada em Comunicação e Média, Portugal https://orcid.org/0000-0003-3858-311X
Filipe Segurado Severino Escola Superior de Hotelaria e Turismo do Estoril; CiTUR - Centre for Tourism Research, Development and Innovation; RESILIENCE – Centre for Regional Resilience and Sustainability, Portugal https://orcid.org/0000-0002-9865-4664
Margarida Cristina Escola Superior de Comunicação Social, Instituto Politécnico de Lisboa (IPL); Escola Superior de Ciências Empresariais, Instituto Politécnico de Setúbal (IPS), Portugal https://orcid.org/0009-0003-7612-1861
Ana Gláucia Roque Escola Superior de Comunicação Social, Instituto Politécnico de Lisboa (IPL); Escola Superior de Hotelaria e Turismo do Estoril (ESHTE), Portugal https://orcid.org/0009-0006-1426-7787

DOI:

https://doi.org/10.14198/INTURI.28524

Palabras clave:

sustainability, technology, co-creation, tourists, tourism, destination management

Resumen

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.

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