This study used the social exchange theory and place attachment as the theory basis to explore residents’ attitudes to tourism. Based on a sample of 411 from China, this study concluded that place identity has a significant, negative moderating effect on the relationship between perceived economic impacts, sociocultural impacts and residents’ attitudes to tourism development. The study also finds that residents’ perceived environmental impacts are not positively related to their attitudes towards tourism development. The moderating effect of place attachment shows that place attachment will reduce the effect of perceived benefits of tourism on residents’ favorable attitudes.