lt; 0.001), weakening value effects when costs are high. The model explains significant variance (R²_PC = 0.411; R²_TASM = 0.646). Theoretically, this research reconceptualizes cost, convenience, and values as context-dependent constructs shaped by open-innovation ecosystems, including bounded rationality, open social innovation, and platform orchestration. Practically, the findings inform strategies for convenience-first design, inclusive pricing, and interoperable platforms to scale sustainable mobility in tourism