This paper explores the process of research that investigated perceptions of tourism held by local stakeholders, particularly residents, in Churchill, Manitoba (Canada). The research adopted a collaborative, multi-stage, multi-method approach to examine how a range of stakeholder groups perceive tourism; their fears and concerns, likes and dislikes about past and present tourism activities and their aspirations for future tourism development. Qualitative data gathered during four visits to Churchill in 2005-2006 illustrate that the perception of tourism activities varies considerably among stakeholder groups. From the responses, a five-fold classification of stakeholder perceptions was developed. As a distinct stakeholder group, the majority of local residents generally were welcoming of tourism. The implications of this research for theory and method are highlighted, and in an effort to enhance local benefits arising from the research, key recommendations for the community are presented.