Analysing the potential of developing international thermal destination in Afyonkarahisar

This thesis aims to provide a contribution for the efforts of improving an international thermal & spa destination in Afyonkarahisar by a scientific approach. Additionally, the results are expected to provide guidence for similar thermal spa destinations.This study was based on `Crouch and Ritchie?s Competitive Destination Model?. Through the model, Crouch and Ritchie imply that, for the achievement in marketing efforts, in addition to the perception of being an ideal destination in terms of accessibility, security and costs, a main attraction should be defined for a destination. This attraction should be presented with the supporting factors; to capture all these in conclusion, effectiveness of destination management should be provided.The model, which is evaluated as extensive and successful by the scientific committees and accepted for these reasons, guided many other articles. Destination improvement and marketing efforts in many destinations are harmonious with the model. In practice, no problems occured among the evaluation efforts of a place, definition of main attractions and supporting factors, finally performing an inventory. However, when the success of destination management is taken under consideration, it could easily be realised that none of the efforts had gone beyond making the definition of mission and vision, as an undeniable fact.Afyonkarahisar, selected for the application part of this thesis, was represented as a destination which is not perceieved as touristic destination directly and where sustainable tourism concept couldn?t have been captured yet. For these reasons, the model could be applied among these type of destinations. However, for sustainability, ?Destination Management? part of the model is thought to be improved by an intensive attention.The integration of ?Being a tourism destination? image and visitors perceptions, could only be achieved with the success of destination management among presentation.Finally, the most crucial result achieved is that, especially for the destinations of unsustainability, efficiency of Crouch and Ritchie Model could be aroused by the support of ?Active Guest Participation Associated With Theme Marketing?. Among the destinations with the image of being a touristic place, ?Active Guest Participation Associated With Theme Marketing? would have an effect to support the improvement of the current image.Keywords: Destination Development, Destination Marketing, Thermal Tourism, Globalisation, International Tourism