SWOT-TOWS Analysis of Urla Destination’s Alternative Tourism Development

Abstract

As the opposite of mass tourism, alternative tourism provides opportunity for personalization, cultural selfinvolvement and interaction with the locals. Since customization becomes quite popular nowadays, alternative tourism appears to be an attractive and suitable choice for the tourists. In this study, Urla is examined according to it's alternative tourism potential. The first part of the study provides brief information about Urla district in Izmir, Turkey and briefly emphasizes alternative tourism benefits. The second section focuses on Urla district and the alternative tourism applications of the destination namely; festival tourism, heritage tourism, new-culture tourism, camping tourism, trekking tourism, yacht and sailing tourism, wine tourism, gastronomy tourism, adventure tourism and eco-tourism. A SWOT Analysis on Urla's alternative tourism is derived and included in the final part where appropriate strategies and suggestions which are likely to optimize the strengths and opportunities, to eliminate or strengthen the weaknesses and to handle the threats are developed. Thus, the suggestions are provided according to the results of the analysis and include grouping the alternative tourism types for synergy and selection of one or two groups according to the SWOT Analysis results. With the TOWS Analysis, results may enlighten the business owners, policy makers and academicians and give some tips on how Urla's alternative tourism potential may be optimized.

Assistance in identifying the potential of the Kembang Kuning tourist village, Cepogo District, Boyolali

“…One way to maximize indicators of tourism development is with a SWOT analysis (Rojabi et al, 2023). The SWOT analysis aims to identify the strengths, weaknesses, challenges and threats that potential tourism villages have.…”

Analysis of Burnout, Job Satisfaction, and Fatigue Among Yacht Crew: A Case Study of Turkish Yacht Crew Operating in the Southern Aegean Sea

“…As a form of recreational tourism, yacht tourism plays a significant role in the experience economy and has a positive impact on coastal regions, contributing significantly to the local economy. In Turkey, yachting is a rising trend and is popular among both foreigners and locals ( 4 ).…”