Recreational tourism in the frame of tourism differentiation: İzmir - Çesme case

This study endeavors to examine recreational tourism in the frame of tourism differentiation, to analyse demand and supply potentials for recreational activities that have gained growing interest of tourism establishments, and with the help of study results to present strengths and weaknesses of the sector by specifically focusing on Izmir-Cesme region. Interviews, one of the tools of qualitative data analysis, were used as data collection method in the study. The sample was selected among the owners, sales and marketing managers and employees of seven establishments offering recreational facilities to customers in Cesme district. Recorded voices of participants were converted into prose and data were coded by considering main themes and sub-themes with the help of "Nvivo 10" qualitative analysis software by two professionals. Coherent themes were grouped, data were categorized under the themes and codes were defined by content analysis. Cohen kappa statistics that shows coherence between encoders were calculated as r= 0.87. Thus, the value implies high coherence between raters at very good level. The data, regarding participants' demographic information and establishments' facility capacity, were obtained from the personal information forms and presented in graphics. Based upon the responses of participants the data were analysed under four main themes. These themes are identified as "recreational tourism perception", "recreational tourism trend in the world and in Turkey", "Turkey's recreational tourism potential" and "improvable differentiation of recreational tourism". Under recreational tourism perception theme "source of income", "problems in tourism created this field", "reason for holiday preference", and "ease communication" codes were reached. Under recreational tourism trend in the world and in Turkey theme "there are economic burden for domestic tourists", "importance of tourism fairs", "return of investments", "need for additional investments", and "insufficiency of tendency in Turkey" codes were reached. When Turkey's recreational tourism potential theme was analysed "developing", "scarcity of accommodation and land in Cesme", "preference for Urla and Karaburun", "having high potential", and "having difficulties" codes were identified. Lastly, under improvable differentiation of recreational tourism theme "requirement for project development", "requirement for investments", "setting up joint solution platform for problems", "the importance of municipality support", "requirement for infrastructure and superstructure works", and "necessity of promotion" codes were defined. Finally, in the scope of the outcomes derived from Cesme region, this study brings suggestions for researchers, tourism establishments, government authorities, local administrations and non-governmental organizations to enhance the role of recreational activities for tourism differentiation in Turkey.