Pride in place in culture-led regeneration: An exploratory case study of Limoges, France

• We examine pride in place as a distinct, measurable emotion in a culture-led regeneration context. • We test how residents’ place image relates to both pride in place and tourism endorsement. • Resident pride amplifies how place image drives tourism endorsement, particularly in urban vs. rural settings. • The porcelain heritage image component behaves differently: it affects tourism endorsement without eliciting pride. • Findings challenge assumptions that institutionally promoted heritage automatically fosters pride.