Advancing Regenerative Tourism Responsibility through Immersive Sustainability Practices: The Mediating Role of Eco-Value Co-Creation

Abstract

This research seeks to examine the impact of immersive sustainability practices (ISP) on eco-value co-creation (EVC) and regenerative tourism responsibility (RTR) in tourism companies in Jordan, with a specific emphasis on the mediation effect of EVC. Through a survey of 302 tourism employees using snowball sampling and a structural equation modelling (SEM) approach, it examines the interconnections between regenerative experience design (RED), tourist immersion engagement (TIE), employee pro-environmental creativity (EPC) and institutional sustainability alignment (ISA) with EVC and RTR. The results demonstrate that RED, TIE, and ISA have a strong influence on EVC and RTR, but EPC does not. EVC significantly impacts RTR and mediates the relationships between other practices and RTR. The study offers new evidence of the connectedness of these practices and their impact on RTR. It underscores the significance of EVC, as a novel but important mediator, and provides practical implications for improving sustainability-oriented experiences and integrating tourism operations with a regenerative development agenda to create a more sustainable and resilient tourism industry.