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).
Literature
The theoretical framework underpinning the measurement system devised for this study derives from a well
developed and established body of tourism literature relating to community (host) perceptions and attitudes
of tourism activity and development (see Pizam, 1978; Belisle and Hoy, 1980; Cohen, 198
; Long and Allen, 1986;
Liu, Sheldon and Var, 1
; Milman and Pizam, 1988; Ap, 1992; Ross, 1992; Madrigal, 1995; Lindberg and Johnson,
1997; Ap and Crompton, 1998; Brunt and Courtney, 1999; Fredline and Faulkner, 2000; Weaver and Lawton, 2002;
Davis and Morais, 200
; Easterling, 200
; Harrill, 200
; Ritchie and Inkari, 2006; Zhong, Deng and Xiang, 2007;
Moyle, Croy, Weiler, In Press). 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 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). 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). Diedrich and Garcia-Buades (2009) show that as tourism grows and has more severe impacts on an area, so does the population's perception of tourism implications. 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. Transformation theory is about structural
change that results from modifications of human institutions (Seliger, 2002). Other research shows. , 2007; Gartner, 200
).
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