Renovation and Promotion of Urban Cultural Objectives—Attracting Tourists or Strengthening Local Cohesion?

For decades, local authorities have included cultural tourism in urban development strategies, counting on tourism’s contribution to the local economy, to improving the quality of life and providing opportunities for residents, generating significant funds for the restoration of heritage sites, improving access and related services, promoting these attractions in an integrated image of the destination. The impact of these investments in increasing the number of tourists, length of stay, incomes, diversity of jobs and local businesses are actively researched and debated in theory and practice. However, their impact on the quality of life and perspectives of the local communities, their contribution to the development of a sense of belonging and solidarity, are less studied. In our research on a significant number of residents from a cultural urban destination in Romania, we found that respondents overestimate the economic result of investments in urban cultural tourism, but realistically evaluate their effects at the community level, as well as associating them with an intensification of feelings of belonging and pride in the local community. Consequently, they are more willing to support investments in the development of tourism infrastructure and the rehabilitation of heritage sites, despite the negative consequences that could affect the community.