Unveiling the Link Between Nostalgia and Community Support in Rural Tourism: the Moderating Role of Place Identification and Psychological Closeness

Grounded in Conservation of Resources (COR) theory, this study explores the psychological mechanisms driving community support behavior (CSB) in rural tourism. Drawing on data from 637 rural tourists, it applies Partial Least Squares Structural Equation Modeling (PLS-SEM), Necessary Condition Analysis (NCA), and machine learning techniques including Support Vector Machine (SVM) classification and heatmap visualization. The findings reveal that nostalgia indirectly influences CSB through intergenerational responsibility, with psychological closeness and place identity serving as significant moderators. SVM confirms the predictive value of these psychological constructs by accurately classifying high and low CSB groups, while heatmap analysis illustrates strong emotional and cognitive interrelations. Additionally, environmental concern enhances the effect of nostalgia on CSB, suggesting the importance of value-driven engagement strategies. Theoretically, this study contributes by framing nostalgia as a resource within COR theory and integrating advanced analytical methods. Practically, it provides actionable insights for destination managers to promote emotional connection, environmental stewardship, and sustainable community engagement in rural tourism contexts.