Cultural involvement and attitudes toward tourism: Examining serial mediation effects of residents’ spiritual wellbeing and place attachment

Drawing on bottom-up spillover theory, this study investigates the effect of cultural involvement on residents' attitudes toward tourism development. The study further examines the underlying mechanism of this impact through spiritual wellbeing and place attachment. Data were collected via an on-site survey from local residents in two famous ancient water villages in China: Xitang and Wuzhen. Results reveal that the relationship between cultural involvement and attitudes toward tourism development were fully mediated by serial mediation through spiritual wellbeing and place attachment. This study extends understanding of the mechanism behind residents' attitude formation toward tourism development. Managerially, it offers guidance to boost residents’ positive attitudes from the angle of cultural involvement.