The Impact Of Sustainable Tourism Marketing on Tourist Behavior in Cultural Heritage Destinations

It is an undeniable fact that the tourism industry is increasing rapidly in states and other countries every year due to its contribution to the economy. The sector’s contribution to the economic growth and development of countries through foreign exchange earnings and employment generation has made a significant contribution to the global travel market. Protecting the tourist destination’s resources and ensuring its sustainability is essential for achieving a sustainable competitive advantage. Given the increasing pressure on natural and environmental resources today, the management of natural and cultural relics, which are more important than those of tourism, is one of the key issues to ensure competitiveness. Therefore, it is important to consider infrastructure at the destination, and the infrastructure approach provides an appropriate theoretical framework. Globalization, technological advances, and increasing numbers of tourists have stiffened competition among destinations and necessitated the modification of itineraries according to the tourist experience. Cultural destinations are of particular interest to tourists due to their history, culture, and traditions; This makes protecting their assets even more difficult. In this context, sustainable tourism emerges as a strategy not only for the promotion of destinations but also for the preservation of their natural and cultural heritage. This study aims to examine the effects of sustainable tourism behavior of consumers in historical contexts. At the research level, the concepts of sustainable tourism, sustainable space tourism, contextual characteristics, and tourism behavior are presented, and a conceptual analysis is carried out based on a review of national and international literature.