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EVALUATION OF PAMUKKALE'S SUSTAİNABLE TOURİSM POTENTİAL VİA SWOT-AHP (A'WOT)

Year 2022, Issue: 53, 235 - 251, 01.12.2022
https://doi.org/10.30794/pausbed.1145170

Abstract

Today, many measures are taken to minimize the adverse effects caused by tourism activities; at the same time, many strategies are implemented to ensure sustainable tourism development. The development of sustainable tourism potential of destinations depends on evaluating the situation as a process. On the other hand, increasing visitors' experience within the scope of sustainable tourism and providing high satisfaction is another issue to be considered. The study evaluated Pamukkale's sustainable tourism potential with SWOT-AHP (A'WOT). Depending on the data obtained, suggestions have been made that will contribute to sustainable tourism development.
According to the findings, a main essential criterion in terms of contribution to the development of Pamukkale's sustainable tourism potential is 'strengths' (42%), in the strengths sub-factor; “easy access” (28%); in the weakness; “lack of infrastructure and superstructure for eco-tourism/nature tourism” (28%); in the opportunities; “natural and cultural riches that enable different activities” (25%); in the threats; “lack of a systematic structure regarding the management and protection of natural resources” (24%) and “ease of transportation” (12%) took first place in the general ranking. The results are consistent with the prominent conditions for the existence and continuation of sustainable tourism in the literature.

References

  • Akbulak, C., & Cengiz, T. (2014). “Determining ecotourism strategies using A’WOT hybrid method: case study of Troia Historical National Park, Çanakkale, Turkey”, International Journal of Sustainable Development & World Ecology, 21(4), 380-388.
  • Asadpourian, Z., Rahimian, M., & Gholamrezai, S. (2020). “SWOT-AHP-TOWS analysis for sustainable ecotourism development in the best area in Lorestan Province, Iran”, Social Indicators Research, 152(1), 289-315.
  • Benzaghta, M. A., Elwalda, A., Mousa, M. M., Erkan, I., & Rahman, M. (2021). “SWOT analysis applications: An integrative literature review”, Journal of Global Business Insights, 6(1), 55-73.
  • Büyüközkan, G., Mukul, E., & Kongar, E. (2021). “Health tourism strategy selection via SWOT analysis and integrated hesitant fuzzy linguistic AHP-MABAC approach”, Socio-Economic Planning Sciences, 74, 100929.
  • Condon, E., Golden, B. & Wasıl, E.(2003). “Visualizing Group Decisions In The Analytic Hierarchy Process”, Computers & Operations Research, 30 (10), 1435-1445.
  • Cugini, A. (2021). "Religious tourism and Sustainability: From Devotion to Spiritual Experience ", Tourism in the Mediterranean Sea, (Ed: Grasso, F. and Sergi, B.S.), Emerald Publishing Limited, Bingley.
  • Farsani, N.T., Coelho, C., Costa, C., (2011). “Geotourism and geoparks as novel strategies for socio-economic development in rural areas”, International Journal of Tourism Research, 13(1), 68–81.
  • Ganjali, S., Shayesteh, K., Ghasemi, A., & Mohammadi, H. (2014). “Environmental and strategic assessment of ecotourism potential in Anzali Wetland using SWOT analysis”, Caspian J. Env. Sci, 12(1), 155-164.
  • Garda, B. ve Temizel, M. (2016). “Sürdürülebilir Turizm Çeşitleri”, Selçuk Üniversitesi Sosyal ve Teknik Araştırmalar Dergisi, 12, 83-103.
  • Ghamgosar, M., Haghyghy, M., Mehrdoust, F., & Arshad, N. (2011).” Multicriteria decision making based on analytical hierarchy process (AHP) in GIS for tourism”, Middle-East Journal of Scientific Research, 10(4), 501-507.
  • Helms, M. M., & Nixon, J. (2010). “Exploring SWOT analysis‐where are we now?: A review of academic research from the last decade”, Journal of Strategy and Management, 3(3), 215-251.
  • Kajanus, M., Kangas, J., & Kurttila, M. (2004). “The use of value focused thinking and the A’WOT hybrid method in tourism management”, Tourism management, 25(4), 499-506.
  • Kara, E. (2016). “Sürdürülebilir Turizm Potansiyelinin Belirlenmesinde SWOT Analizi Uygulaması: Marmaris Örneği”, OPUS Uluslararası Toplum Araştırmaları Dergisi, 6(11), 583-598.
  • Kişi, N. (2019). “A strategic approach to sustainable tourism development using the A’WOT hybrid method: A case study of Zonguldak”, Turkey. Sustainability, 11(4), 964, 1-19.
  • Kültür ve Turizm Bakanlığı, (2022). Denizli İl Kültür ve Turizm Müdürlüğü. (11.5.2022) https://denizli.ktb.gov.tr/
  • Lai, W. H., & Vinh, N. Q. (2013). “An application of AHP approach to investigate tourism promotional effectiveness”, Tourism and Hospitality Management, 19(1.), 1-22.
  • Lee, S., Kim, D., Park, S., & Lee, W. (2021). “A Study on the Strategic Decision Making Used in the Revitalization of Fishing Village Tourism: Using A’WOT Analysis”, Sustainability, 13(13), 7472.
  • Lu, J., & Nepal, S. K. (2009). “Sustainable tourism research: An analysis of papers published in the Journal of Sustainable Tourism”, Journal of sustainable Tourism, 17(1), 5-16.
  • Masih, M., Jozi, S. A., Lahijanian, A. A. M., Danehkar, A., & Vafaeinejad, A. (2018). “Capability assessment and tourism development model verification of Haraz watershed using analytical hierarchy process (AHP)”, Environmental monitoring and assessment, 190(8), 1-16.
  • Nguyen, T., & Truong, C. (2022). “Integral Swot-Ahp-Tows Model For Strategıc Agrıcultural Development In The Context Of Drought: A Case Study In Nınh Thuan, Vıetnam”, International Journal of the Analytic Hierarchy Process, 14(1), 1-30.
  • Özgeriş, M., & Karahan, F. (2021). “Yerel Kalkınmanın Aracı Olarak Sürdürülebilir Turizm için Planlama Çalışmalarının Değerlendirilmesi: Sakinşehir Uzundere Örneğinde Bir Araştırma”, Kent Akademisi, 14(1), 73-89.
  • Pelit, E., Baytok, A., & Soybalı, H. H. (2015). “Sürdürülebilir Turizm Mi? Turizmde Sürdürülebilirlik Mi? Kavramsal Bir Tartışma. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergis”i, 6(14), 39-58.
  • Ransley, M., (2012). Sustainable Tourism Practices. (13.5.2022). https://www.academia.edu/4820716/Sustainable_Tourism_Practices.
  • Saaty T.L. (1990). “How to Make a Decision: The Analytic Hierarchy Process”, European Journal of Operations Resesarch. 48(3). 9-26.
  • Saaty T.L. (2000). Fundamentals of Decision Making and Priority Theory, 6.Edt., RWS Publications Pittsburg.
  • Saaty, T. L. (1980). The analytic hierarchy process. McGraw Hill, New York.
  • Sahani, N. (2021). “Application of hybrid SWOT-AHP-FuzzyAHP model for formulation and prioritization of ecotourism strategies in Western Himalaya, India”, International Journal of Geoheritage and Parks, 9(3), 349-362.
  • Scott, D., & Gössling, S. (2022). “A review of research into tourism and climate change-Launching the annals of tourism research curated collection on tourism and climate change”, Annals of Tourism Research, 95, 103409.
  • Taylor, B. W. (2002). Introduction To Management Science. Pearson Education Inc, New Jersey. Testoni, L., (2001). “Planning for Sustainable Tourism”, Pacific Tourism Review, 4 (4), 191-199.
  • Türk, B. (2022). “Korona Sürecinde Sosyal Medyada Duygusal Bulaşma: Olumsuz Duygusal İklim ve Değer Değişimi, Pazarlama ve Pazarlama Araştırmaları Dergisi, 15 (2), 347-378.
  • Tyrväinen, L., Uusitalo, M., Silvennoinen, H., Hasu, E., (2014). “Towards sustainable growth in nature-based tourism destinations: Clients’ views of land use options in Finnish Lapland”, Landscape and Urban Planning, 122 (February), 1-15.
  • UNWTO, (2007). Sustainable Tourism Indicators and Destination Management. (13.5.2022). https://sdt.unwto.org/sites/all/files/pdf/finrep.pdf.
  • UNWTO. (1998). Guide for local authorities on developing sustainable tourism, World Tourism Organization. Madrid.
  • Wickramasinghe, V. S. K., & Takano, S. E. (2009). “Application of combined SWOT and analytic hierarchy process (AHP) for tourism revival strategic marketing planning”. The 8th International Conference of Eastern Asia Society for
  • Transportation Studies, Eastern Asia Society for Transportation Studies, 189-189
  • World Commission on Environment and Development. (1987). The Brundtland report, Oxford, OUP.
  • WTO, (2004). Indicators of Sustainable Development for Tourism Destinations: A Guidebook. (13.5.2022). https://www.e-unwto.org/doi/epdf/10.18111/9789284407262.
  • Yılmaz, A., & Zorlu, K. (2018). “Swot-Ahs Analizi Kullanılarak Sinop'ta Sürdürülebilir Turizm Stratejilerinin Önceliklendirilmesi”, Journal of International Social Research, 11(61), 390-403.

PAMUKKALE’NİN SÜRDÜRÜLEBİLİR TURİZM POTANSİYELİNİN SWOT-AHP (A’WOT) UYGULAMASIYLA DEĞERLENDİRİLMESİ

Year 2022, Issue: 53, 235 - 251, 01.12.2022
https://doi.org/10.30794/pausbed.1145170

Abstract

Günümüzde turizm faaliyetlerinin neden olduğu/olacağı olumsuz etkilerin en az indirilmesi için birçok önlem alınırken, sürdürülebilir turizm gelişiminin sağlanması için de birçok strateji uygulanmaktadır. Destinasyonların sürdürülebilir turizm potansiyelinin gelişmesi ise durumu bir süreç olarak değerlendirmeye bağlıdır. Öte yandan sürdürülebilir turizm kapsamında gelen ziyaretçilerin deneyimlerini arttırmak ve yüksek tatmin sağlamak dikkate alınması gereken bir diğer konudur. Çalışmada önce Pamukkale’nin sürdürülebilir turizm potansiyeline ilişkin SWOT analizi yapılmış daha sonra elde edilen analiz faktörleri SWOT-AHP (A’WOT) uygulamasıyla değerlendirilmiştir.
Bulgulara göre Pamukkale’nin sürdürülebilir turizm potansiyelinin gelişimine katkısı bakımından en önemli ana kriter güçlü yönler (%42) iken, güçlü yönlerde “ulaşımın kolay olması” (%28); zayıf yönlerde “eko-turizm/doğa turizmi için alt yapı ve üst yapı eksiklikleri” (%28); fırsatlarda “farklı aktivitelere imkân veren doğal ve kültürel zenginliklerinin olması” (%25); tehditlerde “doğal kaynakların yönetilmesi ve korunmasına ilişkin sistematik bir yapının olmaması” (%24) ve genel sıralamada “ulaşımın kolay olması” (%12) ifadeleri ilk sırada yer almıştır. Elde edilen sonuçlar literatürde sürdürülebilir turizmin var olması ve devam ettirilmesi için öne çıkan koşullar ile tutarlılık göstermektedir.

References

  • Akbulak, C., & Cengiz, T. (2014). “Determining ecotourism strategies using A’WOT hybrid method: case study of Troia Historical National Park, Çanakkale, Turkey”, International Journal of Sustainable Development & World Ecology, 21(4), 380-388.
  • Asadpourian, Z., Rahimian, M., & Gholamrezai, S. (2020). “SWOT-AHP-TOWS analysis for sustainable ecotourism development in the best area in Lorestan Province, Iran”, Social Indicators Research, 152(1), 289-315.
  • Benzaghta, M. A., Elwalda, A., Mousa, M. M., Erkan, I., & Rahman, M. (2021). “SWOT analysis applications: An integrative literature review”, Journal of Global Business Insights, 6(1), 55-73.
  • Büyüközkan, G., Mukul, E., & Kongar, E. (2021). “Health tourism strategy selection via SWOT analysis and integrated hesitant fuzzy linguistic AHP-MABAC approach”, Socio-Economic Planning Sciences, 74, 100929.
  • Condon, E., Golden, B. & Wasıl, E.(2003). “Visualizing Group Decisions In The Analytic Hierarchy Process”, Computers & Operations Research, 30 (10), 1435-1445.
  • Cugini, A. (2021). "Religious tourism and Sustainability: From Devotion to Spiritual Experience ", Tourism in the Mediterranean Sea, (Ed: Grasso, F. and Sergi, B.S.), Emerald Publishing Limited, Bingley.
  • Farsani, N.T., Coelho, C., Costa, C., (2011). “Geotourism and geoparks as novel strategies for socio-economic development in rural areas”, International Journal of Tourism Research, 13(1), 68–81.
  • Ganjali, S., Shayesteh, K., Ghasemi, A., & Mohammadi, H. (2014). “Environmental and strategic assessment of ecotourism potential in Anzali Wetland using SWOT analysis”, Caspian J. Env. Sci, 12(1), 155-164.
  • Garda, B. ve Temizel, M. (2016). “Sürdürülebilir Turizm Çeşitleri”, Selçuk Üniversitesi Sosyal ve Teknik Araştırmalar Dergisi, 12, 83-103.
  • Ghamgosar, M., Haghyghy, M., Mehrdoust, F., & Arshad, N. (2011).” Multicriteria decision making based on analytical hierarchy process (AHP) in GIS for tourism”, Middle-East Journal of Scientific Research, 10(4), 501-507.
  • Helms, M. M., & Nixon, J. (2010). “Exploring SWOT analysis‐where are we now?: A review of academic research from the last decade”, Journal of Strategy and Management, 3(3), 215-251.
  • Kajanus, M., Kangas, J., & Kurttila, M. (2004). “The use of value focused thinking and the A’WOT hybrid method in tourism management”, Tourism management, 25(4), 499-506.
  • Kara, E. (2016). “Sürdürülebilir Turizm Potansiyelinin Belirlenmesinde SWOT Analizi Uygulaması: Marmaris Örneği”, OPUS Uluslararası Toplum Araştırmaları Dergisi, 6(11), 583-598.
  • Kişi, N. (2019). “A strategic approach to sustainable tourism development using the A’WOT hybrid method: A case study of Zonguldak”, Turkey. Sustainability, 11(4), 964, 1-19.
  • Kültür ve Turizm Bakanlığı, (2022). Denizli İl Kültür ve Turizm Müdürlüğü. (11.5.2022) https://denizli.ktb.gov.tr/
  • Lai, W. H., & Vinh, N. Q. (2013). “An application of AHP approach to investigate tourism promotional effectiveness”, Tourism and Hospitality Management, 19(1.), 1-22.
  • Lee, S., Kim, D., Park, S., & Lee, W. (2021). “A Study on the Strategic Decision Making Used in the Revitalization of Fishing Village Tourism: Using A’WOT Analysis”, Sustainability, 13(13), 7472.
  • Lu, J., & Nepal, S. K. (2009). “Sustainable tourism research: An analysis of papers published in the Journal of Sustainable Tourism”, Journal of sustainable Tourism, 17(1), 5-16.
  • Masih, M., Jozi, S. A., Lahijanian, A. A. M., Danehkar, A., & Vafaeinejad, A. (2018). “Capability assessment and tourism development model verification of Haraz watershed using analytical hierarchy process (AHP)”, Environmental monitoring and assessment, 190(8), 1-16.
  • Nguyen, T., & Truong, C. (2022). “Integral Swot-Ahp-Tows Model For Strategıc Agrıcultural Development In The Context Of Drought: A Case Study In Nınh Thuan, Vıetnam”, International Journal of the Analytic Hierarchy Process, 14(1), 1-30.
  • Özgeriş, M., & Karahan, F. (2021). “Yerel Kalkınmanın Aracı Olarak Sürdürülebilir Turizm için Planlama Çalışmalarının Değerlendirilmesi: Sakinşehir Uzundere Örneğinde Bir Araştırma”, Kent Akademisi, 14(1), 73-89.
  • Pelit, E., Baytok, A., & Soybalı, H. H. (2015). “Sürdürülebilir Turizm Mi? Turizmde Sürdürülebilirlik Mi? Kavramsal Bir Tartışma. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergis”i, 6(14), 39-58.
  • Ransley, M., (2012). Sustainable Tourism Practices. (13.5.2022). https://www.academia.edu/4820716/Sustainable_Tourism_Practices.
  • Saaty T.L. (1990). “How to Make a Decision: The Analytic Hierarchy Process”, European Journal of Operations Resesarch. 48(3). 9-26.
  • Saaty T.L. (2000). Fundamentals of Decision Making and Priority Theory, 6.Edt., RWS Publications Pittsburg.
  • Saaty, T. L. (1980). The analytic hierarchy process. McGraw Hill, New York.
  • Sahani, N. (2021). “Application of hybrid SWOT-AHP-FuzzyAHP model for formulation and prioritization of ecotourism strategies in Western Himalaya, India”, International Journal of Geoheritage and Parks, 9(3), 349-362.
  • Scott, D., & Gössling, S. (2022). “A review of research into tourism and climate change-Launching the annals of tourism research curated collection on tourism and climate change”, Annals of Tourism Research, 95, 103409.
  • Taylor, B. W. (2002). Introduction To Management Science. Pearson Education Inc, New Jersey. Testoni, L., (2001). “Planning for Sustainable Tourism”, Pacific Tourism Review, 4 (4), 191-199.
  • Türk, B. (2022). “Korona Sürecinde Sosyal Medyada Duygusal Bulaşma: Olumsuz Duygusal İklim ve Değer Değişimi, Pazarlama ve Pazarlama Araştırmaları Dergisi, 15 (2), 347-378.
  • Tyrväinen, L., Uusitalo, M., Silvennoinen, H., Hasu, E., (2014). “Towards sustainable growth in nature-based tourism destinations: Clients’ views of land use options in Finnish Lapland”, Landscape and Urban Planning, 122 (February), 1-15.
  • UNWTO, (2007). Sustainable Tourism Indicators and Destination Management. (13.5.2022). https://sdt.unwto.org/sites/all/files/pdf/finrep.pdf.
  • UNWTO. (1998). Guide for local authorities on developing sustainable tourism, World Tourism Organization. Madrid.
  • Wickramasinghe, V. S. K., & Takano, S. E. (2009). “Application of combined SWOT and analytic hierarchy process (AHP) for tourism revival strategic marketing planning”. The 8th International Conference of Eastern Asia Society for
  • Transportation Studies, Eastern Asia Society for Transportation Studies, 189-189
  • World Commission on Environment and Development. (1987). The Brundtland report, Oxford, OUP.
  • WTO, (2004). Indicators of Sustainable Development for Tourism Destinations: A Guidebook. (13.5.2022). https://www.e-unwto.org/doi/epdf/10.18111/9789284407262.
  • Yılmaz, A., & Zorlu, K. (2018). “Swot-Ahs Analizi Kullanılarak Sinop'ta Sürdürülebilir Turizm Stratejilerinin Önceliklendirilmesi”, Journal of International Social Research, 11(61), 390-403.
There are 38 citations in total.

Details

Primary Language Turkish
Subjects Tourism (Other)
Journal Section Articles
Authors

Bahar Türk 0000-0001-9590-769X

Early Pub Date December 15, 2022
Publication Date December 1, 2022
Acceptance Date September 10, 2022
Published in Issue Year 2022 Issue: 53

Cite

APA Türk, B. (2022). PAMUKKALE’NİN SÜRDÜRÜLEBİLİR TURİZM POTANSİYELİNİN SWOT-AHP (A’WOT) UYGULAMASIYLA DEĞERLENDİRİLMESİ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(53), 235-251. https://doi.org/10.30794/pausbed.1145170
AMA Türk B. PAMUKKALE’NİN SÜRDÜRÜLEBİLİR TURİZM POTANSİYELİNİN SWOT-AHP (A’WOT) UYGULAMASIYLA DEĞERLENDİRİLMESİ. PAUSBED. December 2022;(53):235-251. doi:10.30794/pausbed.1145170
Chicago Türk, Bahar. “PAMUKKALE’NİN SÜRDÜRÜLEBİLİR TURİZM POTANSİYELİNİN SWOT-AHP (A’WOT) UYGULAMASIYLA DEĞERLENDİRİLMESİ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 53 (December 2022): 235-51. https://doi.org/10.30794/pausbed.1145170.
EndNote Türk B (December 1, 2022) PAMUKKALE’NİN SÜRDÜRÜLEBİLİR TURİZM POTANSİYELİNİN SWOT-AHP (A’WOT) UYGULAMASIYLA DEĞERLENDİRİLMESİ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 53 235–251.
IEEE B. Türk, “PAMUKKALE’NİN SÜRDÜRÜLEBİLİR TURİZM POTANSİYELİNİN SWOT-AHP (A’WOT) UYGULAMASIYLA DEĞERLENDİRİLMESİ”, PAUSBED, no. 53, pp. 235–251, December 2022, doi: 10.30794/pausbed.1145170.
ISNAD Türk, Bahar. “PAMUKKALE’NİN SÜRDÜRÜLEBİLİR TURİZM POTANSİYELİNİN SWOT-AHP (A’WOT) UYGULAMASIYLA DEĞERLENDİRİLMESİ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 53 (December 2022), 235-251. https://doi.org/10.30794/pausbed.1145170.
JAMA Türk B. PAMUKKALE’NİN SÜRDÜRÜLEBİLİR TURİZM POTANSİYELİNİN SWOT-AHP (A’WOT) UYGULAMASIYLA DEĞERLENDİRİLMESİ. PAUSBED. 2022;:235–251.
MLA Türk, Bahar. “PAMUKKALE’NİN SÜRDÜRÜLEBİLİR TURİZM POTANSİYELİNİN SWOT-AHP (A’WOT) UYGULAMASIYLA DEĞERLENDİRİLMESİ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 53, 2022, pp. 235-51, doi:10.30794/pausbed.1145170.
Vancouver Türk B. PAMUKKALE’NİN SÜRDÜRÜLEBİLİR TURİZM POTANSİYELİNİN SWOT-AHP (A’WOT) UYGULAMASIYLA DEĞERLENDİRİLMESİ. PAUSBED. 2022(53):235-51.