The Concept of Cittaslow as a Marketing Tool for Destination Development: The Case of Mugla, Turkey
Aydan Bekar, Nisan Yozukmaz, Çağrı Sürücü, Ahmet Metehan Gövce
Abstract
Akyaka town situated in the southern coast of Aegean Sea in Turkey has gained a different status from other
touristic destinations due to its participation in the Cittaslow network in 2011. The process of Akyaka’s
participation in this network; the effects of this participation on tourism and its usage as a marketing tool in
destination development are the issues dealt in this study. The sample is Akyaka town in Mugla province of
Turkey. Interview and observation techniques which are qualitative data collection methods are applied. As a
result, it is determined that Cittaslow title has not been used for destination marketing on purpose; but rather it is
considered as a factor of sustainability and as a factor increasing life quality and standards of locals. It is found
that the priority of local administration is to protect natural environment and the sustainability of natural
resources instead of increasing the tourist number.
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