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. 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). This paper reports on a preliminary investigation into social
values and perceptions of tourism and economic development in the case study of Toowoomba, Australia.
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). This paradox, however, does not occur consistently and often
development is deliberately cultivated by the community (Gonen, 1981). 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). Transformation theory is about structural
change that results from modifications of human institutions (Seliger, 2002).
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). 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
).
