Abstract
The present study aims to examine residents' support for sustainable tourism. Karuizawa town was selected due to the increasing number in both domestic and foreign visitors, as well as the existence of seasonal residents. Residents' participation in tourism and their support are vital for sustainable tourism. In doing so, this study primarily used the theory of reasoned action, social exchange theory, and emotional solidarity to examine residents' support for sustainable tourism. Data were collected using qualitative approach, and semi-structured interviews were adopted to explore the relationship between theoretical frameworks. Twenty participants were selected by non-probability sampling to examine differences among residents in tourism-related businesses and those who are not, and among permanent and seasonal residents. Deductive thematic analysis was chosen because of the ability to produce themes from theoretical frameworks. Lastly, an in-depth discussion, as well as theoretical and managerial implications are offered along with the limitations and avenues for future studies.