This case study of conflict over land use on the Hawaiian island of Moloka'i examines the tension between a tourism growth machine and the island's residents. Using newspaper accounts, qualitative observations, and a multidimensional inventory of value structures, the authors conclude that the basis of communal association varies among three groups: the growth machine, island residents who want to limit development, and those who favor diverse types of development. These social orientations are identified as gesellschaft, gemeinschaft, and Zwischengruppe (“in between group”). The article concludes with a discussion highlighting the internal contradictions of marketing traditional cultures.

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It is argued that community quality of life and social impact studies are similar in nature and can be integrated with a common analytical model for conducting community assessments. All such assessments must incorporate the basic values prevailing in the community, as expressed by community leaders and various segments of the population. Community assessments must also include both objective and subjective procedures, as neither approach is meaningful by itself. The initial stages of the proposed community assessment process are illustrated with research conducted on the island of Molokai in Hawaii. That study mapped the value structure of the island's residents, from which social indicators for the island were derived.

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