As tourist souvenir consumption leans into co-creation, tourists transition from passive product consumers to active value co-creators. Drawing on psychological ownership theory, this study investigated how tourist customization simultaneously enhances the commercial and cultural attributes of tourist souvenirs through three studies. The findings revealed that tourists’ participation in souvenir customization not only stimulated their purchase behaviors toward souvenirs but also enhanced their willingness to protect the destination culture embedded within these tangible products. This dual effects was mediated by psychological ownership of the products and the culture they represent. Furthermore, the effects of tourist souvenir customization were moderated by the fit between the souvenir and the destination culture. This suggests that destination managers may organize souvenir co-creation activities and encourage tourists to incorporate local cultural and historical elements into souvenir customization.
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