Ethical trust in virtual tourism: a triadic framework integrating technology acceptance, flow and value co-creation

Purpose Existing technology acceptance models (TAMs) rooted in utilitarian logic are insufficient to explain user engagement in ethically sensitive environments such as virtual tourism. Therefore, the purpose of this study is to develop an integrative framework synthesizing the TAM, flow theory and value co-creation to address this gap. Design/methodology/approach Structural equation modeling was applied to 620 questionnaire responses to analyze user experience at China’s Digital Palace Museum, a benchmark artificial intelligence (AI)-powered cultural heritage platform. Findings The results revealed that judged practicality and usability significantly enhanced users’ flow experiences. These flow experiences fostered ethical trust by aligning technological utility with moral agency, ultimately driving participatory value co-creation. Ethical trust was an indispensable final mediator that translated positive user experiences into value co-creation. Originality/value Theoretically, this study bridges Floridi’s information ethics with service-dominant logic, redefining value co-creation as an ethically anchored process mediated by trust in AI’s “moral agency.” Practically, it offers actionable strategies for aligning virtual tourism platforms with ethical imperatives. By incorporating ethics, this study advances sustainable human–AI collaboration in the metaverse era.