Heritage tourism has attracted attention academically and in the industry. We study how preference for heritage tourism is motivated by individuals' need to belong, which varies as a result of differential impacts of the COVID-19 pandemic. In two studies, we measure this natural manipulation of need to belong and study its impact in a quasi-experimental manner. We find that need to belong affects preference for heritage tourism through its effect on nostalgic feeling. Individuals with higher need to belong have higher state nostalgia and prefer heritage tourism that may help satisfy their nostalgic yearning. In addition, we identify the moderating role of trait nostalgia proneness. Individuals who are more nostalgia-prone are more susceptible to this need-to-belong effect.