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
).
The literature indicates that clusters require leadership to grow and that direction can originate from
government, as well as from the private sector (Pavlovich, 2003; McLennan, 2005).
Institutions and perceptions are an important element of transformation (Mwangi, 2006), so it is appropriate
that the dynamics of tourism transformation have been frequently investigated using resident perceptions of
the industry (Allen, Long, Perdue and Kieselback, 1988; Andereck, Valentine, Knopf and Vogt, 2005; Andriotis,
2005; Ap, 1992; Belisle and Hoy, 1980; Besculides, Lee and McCormick, 2002; Harrill, 200
; Horn and Simmons, 2002;
Johnson, et al. , 199
; Perdue, Long and Allen, 1990). Indeed, this has been extended to suggest that population perceptions can be indicators of destination decline (Faulkner & Tideswell, 1997; Diedrich & Garcia-Buades, 2009). Delamere 1997 Reid 2006 Petrosillo Zurlini
Grato and Zaccarelli 2006). Transformation theory is about structural
change that results from modifications of human institutions (Seliger, 2002). 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 body of literature recognises the separation between structures and
institutions, although they have been labelled objective and subjective indicators (Choi and Sirakaya, 2006).
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