Social norms and cultural beliefs are critical to the tourism transformation process which indicates that
resident attitudes and perceptions need to be understood and monitored (Johnson, Snepenger and Akis, 199
;
Sheldon and Abenoja, 2001; 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).
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).
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).
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). This body of literature recognises the separation between structures and
institutions, although they have been labelled objective and subjective indicators (Choi and Sirakaya, 2006). Indeed, this has been extended to suggest that population perceptions can be indicators of destination decline (Faulkner & Tideswell, 1997; Diedrich & Garcia-Buades, 2009). 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
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. 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).
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