Examining the Formation of Resident Support for Tourism: An Integration of Social Exchange Theory and Tolerance Zone Theory

Resident support toward tourism is often analyzed through the lens of the “benefits vs. costs” paradigm within social exchange theory. However, empirical observations have shown instances where residents remain supportive despite costs outweighing benefits, challenging the conventional social exchange logic. To address this paradox, this study introduces the Tolerance Zone Theory. A conceptual framework has been constructed wherein the influence of negative tourism factors is contingent upon residents’ level of tolerance. This tolerance is, in turn, molded by the presence of positive outcomes derived from tourism. This framework was tested using survey data gathered from 514 residents in ethnic villages in Guizhou Province, China. The results validate the moderating effect of tolerance, demonstrating that high tolerance can mitigate the impact of negative tourism outcomes on resident support. Theoretical and practical implications are discussed.