An assessment of destination management and marketing efforts in the thermal tourism sector of Afyonkarahisar

With the development of technology, the increase in health problems, the importance of the concept of leisure and the prolongation of human life, the demand for a healthy life has increased. Afyonkarahisar, which is one of the most important thermal tourism destinations of Turkey, has supported Turkey's thermal tourism sector with its thermal water basins, modern accommodation facilities, bed capacity, geographical location, food variety and accessibility. Afyonkarahisar, which has become the capital of thermal tourism, is flooded by local and foreign tourists with an increasing intensity from year to year with its qualified accommodation facilities and thermal water potential. The natural mineral thermal waters in Afyonkarahisar offer a complementary treatment and therapy opportunity that positively affects human health. Thermal springs have high physical and spiritual healing, purifying and therapeutic properties. The rich mineral waters extracted from these springs have a therapeutic effect on many diseases such as skin and skin diseases, lung, liver, rheumatism. Within the scope of this study, a qualitative research was carried out, necessary data was obtained by conducting semi-structured interviews with middle and senior managers of 4 and 5 star thermal tourism enterprises operating under the supervision of the Ministry of Culture and Tourism in Afyonkarahisar. In this context, the decisions taken in the past, the investments made and the current situation have been analyzed, and the work that can be done in the future has been evaluated. In conclusion, a study has emerged that will be decisive for Afyonkarahisar to be a successful destination that strives with the joint participation of stakeholders in line with the principle of sustainability in the thermal tourism sector.