The
aim was to obtain a measurement system for social norms and community perceptions to inform a broader,
more detailed study into the tourism transformation process. Institutions are collective human-
designed action, such as government strategies, plans, policies or laws, business or industry norms, social
norms, cultural beliefs or the general patterns of consumer behaviour (Mantzavinos, North and Shariq, 200
). This body of literature recognises the separation between structures and
institutions, although they have been labelled objective and subjective indicators (Choi and Sirakaya, 2006). One occurs when tourists are
attracted to the unspoiled nature of a destination, but their increasing visitation transforms the destination
and traditional lifestyle into a more urban or globalised one (Bruner, 1991; Dahms and McComb, 1999; Agarwal,
2002; Zhong, et al. Diedrich and Garcia-Buades (2009) show that as tourism grows and has more severe impacts on an area, so does the population's perception of tourism implications. For
example, Saarinen (200
) argued that a destination’s image, knowledge, meanings and natural and cultural
features over slowly stereotype and modify over the course of the transformation process, resulting in a loss of
differentiation between destinations. This literature shows that the social impact and sensitivity of an area can be measured by monitoring local community perceptions of tourism through
3
social impact or evaluation studies (Fredline, Deery, &
Jago, 2005 ; Delamere, 2001; Delamere, Wankel and Hinch,
).
Arguably, tourism can deliver socio-cultural transformations (Ratz, 2000; Sebastian and Rajagopalan, 2009). It
has been suggested that community involvement and collaboration in tourism planning is essential to ensure
the success of the destination and to overcome paradoxes (Cook, 1982; Murphy, 1985; Jamal and Getz, 1995). Transformation theory is about structural
change that results from modifications of human institutions (Seliger, 2002).
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