Multiple Effects of Agricultural Heritage Identity on Residents’ Value Co-Creation—A Host–Guest Interaction Perspective on Tea Culture Tourism in China

The identity of community residents is the basis for passing on the GIAHS (globally important agricultural heritage system) and promoting the sustainable development of heritage sites. However, there is a lack of discussion in the existent literature on its composition and effective mechanisms. Based on the theory of the ABC (Affect–Behavior–Cognition) model, we collected 482 questionnaires from residents of tea communities of the GIAHS. We construct a model of multiple effects of identity on willingness to co-create values based on the perspective of host–guest interaction. The results show that identity has both social identity and self-identity dimensions. It has a valuable effect on the process of host–guest interaction. It stimulates residents’ willingness to co-create value for the GIAHS through the chain-mediating effect of welcoming nature and emotional closeness. The study results reveal the theoretical mechanisms by which the identity of residents influences the multiple behaviors of guests. It also provides an interactive perspective for the study of the participation of the community in the GIAHS. At the same time, it promotes the local practice of value mining and development research in the GIAHS. In addition, it expands the research framework of value co-creation in heritage tourism.