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.
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). , 2007; Gartner, 200
). 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. 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). This paper reports on a preliminary investigation into social
values and perceptions of tourism and economic development in the case study of Toowoomba, Australia.
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 paradox, however, does not occur consistently and often
development is deliberately cultivated by the community (Gonen, 1981). 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
). As the transformation process is
intertwined with human institutions, a detailed model of the process must consider both structure and
institutions; yet many structural models omit institutional factors and this has been considered their greatest
weakness (Williamson, 2000).
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