Determining and measuring destination success criteria from a sustainable tourism perspective: The rock sites of Cappadocia

When evaluated from the perspective of sustainable tourism, the success criteria of tourism destinations reveal a holistic approach that necessitates multidimensional assessments. In the literature, destination success has been analyzed from various perspectives, including managerial aspects, competitiveness, and sustainability. The sustainable tourism approach, however, offers a systematic framework encompassing the socio-economic, socio-cultural, environmental, and managerial dimensions of destinations, thereby addressing success from a broader perspective. This study aims to identify the success criteria of a destination through the lens of sustainable tourism (ST) and assess the success of the Central or Rock Sites of Cappadocia Region, one of Turkey's most prominent areas in terms of natural and cultural heritage, based on these criteria. As part of the study, 5 main themes and 75 sub-criteria were defined for destination success. These criteria cover the dimensions of destination management, socio-economic, socio-cultural, environmental, technological, and digital sustainability. The inclusion of technological and digital sustainability dimensions is considered a significant contribution to the literature. The identified criteria were evaluated using the Importance-Performance Analysis (IPA) method, and the performance of the Central Cappadocia Region in sustainable tourism practices was assessed, identifying areas requiring improvement. The findings highlight the necessity of focusing on criteria within environmental sustainability and technological and digital sustainability. In contrast, areas related to sustainable destination management and socio-cultural sustainability emerged as aspects to be preserved within the region. Regarding socio-economic sustainability, while these criteria were not identified as critical priorities for destination success, they were observed to have high performance. This suggests that excessive energy and effort are being allocated to this dimension, which could be redistributed more effectively. The study provides a comprehensive analysis of the current state of the Central Cappadocia Region in the context of sustainable tourism and serves as a guide for developing region-specific strategies. The research aims to offer both theoretical and practical frameworks for the sustainable management of tourism destinations, enhancing their success while contributing significantly to the literature and the industry.