Importance of Alternative Tourism Marketing in the Development of Tourism: Antalya Case

Abstract

Tourism is one of the fastest growing industries in the world and the main source of foreign exchange and employment for many countries. Although, there is a wide variety of tourism, two broad understanding can be distinguished; mass tourism and alternative tourism. Mass tourism has not been able to meet the expectations due to its negative economic, environmental and sociocultural impacts. Alternative tourism types have emerged to reduce the negative impacts of mass tourism and meet the demands of tourists seeking new experiences. This article consists of two parts. In the first part, mass and alternative tourism concepts are examined. The development of the tourism sector in Antalya, the problems experienced in Antalya’s tourism and solution proposals are tried to be revealed by making a literature review. Secondly, a face-to-face survey was conducted with the managers of the travel agencies in Antalya in order to reveal their perceptions and attitudes regarding the impacts of mass and alternative tourism and to learn the problems and solutions of the tourism sector in Antalya. The basic research results show that the deteriorating natural environment, low tourist expenditures, lack of publicity abroad, and untrained and insufficient labor force are the most important problems of Antalya tourism.