Assessing Alignment Between Self-Reported Sustainability and Practices in Turkish Tourism

Objective: This study explores the potential of ecotourism as a sustainable alternative for Turkey's tourism industry. We aimed to assess the alignment between tourism facilities' self-reported sustainability efforts and their potential implementation.. Theoretical Framework: The study is grounded in ecotourism and sustainable tourism principles, emphasizing environmental responsibility, community well-being, and long-term tourism viability. Method: Content analysis examined sustainability-related keywords and dedicated sustainability pages on the websites of 161 tourism facilities in Muğla. Results and Discussion: While 104 facilities used sustainability keywords, only 4 possessed recognized sustainability certifications. Limited details on dedicated sustainability pages suggest these keywords may be primarily for marketing. This highlights a potential gap between rhetoric and reality. Research Implications: The study emphasizes the limitations of website analysis for assessing sustainability practices. Future research should incorporate on-site visits, stakeholder interviews, and a deeper marketing analysis. Originality/Value: This research contributes by demonstrating the limitations of website content analysis and highlighting the need for a more holistic approach to assessing ecotourism practices in Turkey. This knowledge can guide stakeholders towards promoting a more responsible and sustainable future for Turkish tourism.