Turizm Pazarlamasına Eleştirel Bakış: Kataloglardaki Cennetin Gölgelediği Çelişkileriyle Söylem, Gerçeklik ve Sürdürülebilirlik Temelli Alternatif Bir Turizm Yaklaşımı Modeli (A Critical Perspective on Tourism Marketing: Discourse, Reality Through the Contradictions Shadowed by the Catalogued Paradise and A Sustainability-Based Alternative Tourism Approach Model)
DOI:
https://doi.org/10.63556/jotags.2026.1832Keywords:
Tourism marketing, Sustainability, Critical perspective, Alternative Approach ModelAbstract
Tourism is a multilayered phenomenon that shapes the economic, cultural, and spatial dynamics of modern societies. Within this dynamic, the process of distributing and marketing tourism products emerges as a tool for promoting products and destinations, while constituting a domain capable of generating meaning and shaping representations. This study aims to examine, within a critical framework, the role of representational practices embedded in tourism marketing, which carry socio-cultural implications. This study critically examines the representational practices embedded in tourism marketing processes and their socio-cultural implications. Drawing upon the inferences derived from identified intellectual, conceptual, and practical paradigms, this study details an original approach. This model conceptualizes tourism within the sustainability framework as a holistic system that integrates destination dynamics, sectoral stakeholders, local communities, and tourist interactions. The framework synthesizes slow tourism and transformative tourism types, community-based tourism, micro-experiences, and do-it-yourself (DIY) route practices, alongside consent-based tourism and ethical spectatorship attitudes. Consequently, the study provides scholars, planners, marketers, and policymakers with a basis for reassessing prevailing approaches and exploring alternative pathways.
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