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. 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. This body of literature recognises the separation between structures and
institutions, although they have been labelled objective and subjective indicators (Choi and Sirakaya, 2006). , 199
; Perdue, Long and Allen, 1990).
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). This paradox, however, does not occur consistently and often
development is deliberately cultivated by the community (Gonen, 1981). Another paradox occurs where
tourism is initiated to facilitate economic and social development, but the tourists are separated as an elite
social class (Macaulay, 199
). One occurs when tourists are
attracted to the unspoiled nature of a destination, but their increasing visitation transforms the destination
and traditional lifestyle into a more urban or globalised one (Bruner, 1991; Dahms and McComb, 1999; Agarwal,
2002; Zhong, et al. 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). 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.
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