This paper aims to examine the extent to which the application of place identity theory could advance our understanding of residents' attitudes toward tourism by critically reviewing the relevant literature. It considers the significance of residents' positive attitude to and support of tourism when promoting regional tourism, especially after experiencing the COVID-19 pandemic, which has possibly heightened their negative feeling toward incoming tourism and tourists. The literature review on extant theoretical frameworks, such as the social exchange and social representation theories revealed that these could not fully explain residents' attitudes toward tourism. Thus, an alternative approach using place identity theory was first assessed in terms of its theoretical capacity, after which, empirical research using place identity theory was critically evaluated. The study concludes that place identity theory could be useful when combined with the precedent theoretical accounts. The findings also indicated a reciprocal relationship between residents' attitude and place identity. An intervening variable could be the congruity between residents' place identity and place branding. This, in turn, suggests possible future research avenues in terms of proposing practical solutions to the issue.