The bi‐directional relationship between place attachment and emotional solidarity in a rural destination: A two‐way approach

Abstract Despite the evidence suggesting emotional solidarity as an antecedent of placement attachment, tourism research has maintained the monolithic view where place attachment antecedes emotional solidarity. To challenge the conventional view, survey data from rural tourists in South Korea were collected and analyzed. Stepwise regression analysis results confirmed that the two constructs were bi‐directionally related and the model assuming emotional solidarity as a predictor of place attachment had better explanatory power. Place identity and emotional closeness were the most salient predictors. This suggests an alternative understanding of the relationship between place attachment and emotional solidarity and provides managerial implications for rural destinations.