Review of the literature indicates that there is a lack of knowledge surrounding the dynamic interaction of
structures and institutions and the reciprocal relationship they have with tourism, particularly at a local level
(Agarwal, 2002; Scott, 2003; Rodriguez, Parra-Lopez and Yanes-Estevez, 2008). It has been argued that more rapid and intense tourism development may have a less beneficial effect on societies than smaller scale development (de Kadt, 1979; Pierce, 1989; Ratz, 2000). This paper reports on a preliminary investigation into social
values and perceptions of tourism and economic development in the case study of Toowoomba, Australia. This paper primarily focuses on measuring social norms and cultural beliefs
relating to economic and tourism development and discusses findings in the context of Toowoomba. 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.
Literature
The theoretical framework underpinning the measurement system devised for this study derives from a well
developed and established body of tourism literature relating to community (host) perceptions and attitudes
of tourism activity and development (see Pizam, 1978; Belisle and Hoy, 1980; Cohen, 198
; Long and Allen, 1986;
Liu, Sheldon and Var, 1
; Milman and Pizam, 1988; Ap, 1992; Ross, 1992; Madrigal, 1995; Lindberg and Johnson,
1997; Ap and Crompton, 1998; Brunt and Courtney, 1999; Fredline and Faulkner, 2000; Weaver and Lawton, 2002;
Davis and Morais, 200
; Easterling, 200
; Harrill, 200
; Ritchie and Inkari, 2006; Zhong, Deng and Xiang, 2007;
Moyle, Croy, Weiler, In Press). This paradox, however, does not occur consistently and often
development is deliberately cultivated by the community (Gonen, 1981). This body of literature recognises the separation between structures and
institutions, although they have been labelled objective and subjective indicators (Choi and Sirakaya, 2006). A number
of other studies have linked community perceptions towards visitors with the Tourism Area Life Cycle (TALC)
model (Butler, 1980), giving rise to concepts of carrying capacity and management across the triple bottom
line (Belisle and Hoy, 1980; Coccossis, 2002; Diedrich and Garcia-Buades, 2009).
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).