Paradoxes often occur if tourism is adopted simply for the economic benefits it can provide, such as
employment opportunities, increased income and standards of living and improvements in infrastructure
(Archer and Cooper, 1998; Lindberg, 2001; Liu and Var, 1986; Allen, Hafer, Long and Perdue, 1993) as it can also have
negative impacts, such as inflation, leakage of tourism revenue, changes in value systems and behaviour,
crowding, littering and water shortages (Buckley, 2001; Ceballos-Lascurain, 1996; Mathieson and Wall, 1982). This paper reports on a preliminary investigation into social
values and perceptions of tourism and economic development in the case study of Toowoomba, Australia. 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
). 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).
Some common paradoxes of transformation are cited within the literature.
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). 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. , 199
; Perdue, Long and Allen, 1990).
When considering tourism planning, a key concern in the tourism transformation literature is the role and
responsibility of government (Haung, 200
; Briedenhann and Butts, 200
; Pavlovich, 2003; McLennan, 2005). It is often postulated that
local or regional governments should self-direct and play a greater role in tourism development because
structural changes and impacts have the greatest effect and can be more readily observed at the local level
(Adams, Dixon and Rimmer, 2001; Milne and Ateljevic, 2001; Pavlovich, 2003; Haung, 200
) and, at this level,
institutional modifications and planned intervention are more likely to be effective (Roberts, 200
; McLennan,
2005; Sebastian and Rajagoplan, 2009).
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