The urban environments of cities continue to attract considerable research attention (Lynch, 1960, 1972; Tuan, 1974; Relph, 1987; Pearce, 1988; Urry, 2002; Middleton, 2003). One city, Manchester, claims to have emerged as 'the northern capital of social and cultural diversity' and highlights the question of culture as observed, or created? Urry (2002) recognizes the existence of a complex social-physical relationship yet few have sought to measure typologies in a culturally distinct and measurable way. The paper addresses the physical presentation of urban settings as distinct destinations of cultural capital yet remains subject to the composite social diversity of individual tourists. Traditionally, differences in personal values and views remain assessed via independent measuring tools. A typical example is customer service questionnaires which offer items and attributes for subsequent measurement and analysis (Ryan, 1994). Yet, the use of such quantification techniques within a qualitative domain appears dependent upon the questionnaire and not the consumers themselves. One alternative research technique is the deployment of Q methodology and analysis (Williamson, 1952; Brown, 1993, 1999). Q methodology provides a scientific stratification of consumer types differentiated by personal subjectivity and choice. The results show that cognition is not particularly knowledge of the surroundings, but derives from 'giving meaning' through imposing certain values and views upon it. In sum, cultural interpretation serves to filter environmental responses and reactions towards urban settings particularly when unfamiliar. The paper concludes that the utilization of sophisticated data collection and analytical software enables a deeper and profound insight into consumerism and sustainability to be identified and achieved.

Dr Martine Claire Middleton joined the department in January 2000 is a Senior Lecturer in Tourism and Leisure. She has spent several years working in the tourism industry in the UK and overseas whereby she gained vocational experience in some of the major travel and tourism organisations. Upon returning to education, her postgraduate research addressed the management of human resources within the private sector of tourism. Further research activity investigated the influential factors towards tourism destination management and the role of the public sector. Martine received her PhD in environmental psychology and retains a keen interest in innovative research design and techniques. Martine has been teaching in universities for fifteen years and specialises in tourism management. A dedicated area is research methodology and in particular the application of theory with practice within both academic and vocational domains. Current research developments and publications centre upon the changing roles of cities and the way in which they are environmentally managed. She has published in both books and journals and contributed at many international tourism conferences throughout Europe.