Residents’ Support for Tourism in Early-Stage Themed Rural Destinations: Testing the Boundary Conditions of Social Exchange Theory in Wunvzhou, China

Tourism development in emerging rural destinations often generates visible benefits, yet community support does not always follow in a straightforward way. Focusing on Wunvzhou, China, this study examines how residents interpret tourism’s economic, social, and environmental changes and whether such perceptions consistently translate into supportive attitudes. Rather than assuming that perceived gains automatically lead to endorsement, we explore the role of perceived fairness in shaping these relationships. Survey data from 296 residents were analyzed using PLS-SEM. The results indicate that positive impact perceptions and tourism involvement are associated with stronger support; however, the strength of these associations declines when residents perceive unequal benefit distribution. These findings suggest that exchange-based support is contingent upon perceived legitimacy of outcomes. The study highlights the importance of fairness and inclusion in sustaining community support during early stages of rural destination development.