Arguably, tourism can deliver socio-cultural transformations (Ratz, 2000; Sebastian and Rajagopalan, 2009). 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.
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. Delamere 1997 Reid 2006 Petrosillo Zurlini
Grato and Zaccarelli 2006). 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
). 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). 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).
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). Other research shows. 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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