The concept of cittaslow as a marketing tool for destination development: the case of Mugla, Turkey

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 aresult, 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 naturalresources instead of increasing the tourist number.