AN APPROACH FOR HERITAGE TOURISM DESTINATION

DEVELOPMENT

E. Ozan AKSOZ
Anadolu University, The School of Tourism and Hotel Management,
Eskisehir, TURKEY
ozana@anadolu.edu.tr

Prof. Dr. Irfan ARIKAN

Anadolu University, The School of Tourism and Hotel Management,
Eskisehir, TURKEY
iarikan@anadolu.edu.tr

Abstract

Alibey Adasi (Cunda Island), on the Aegean Sea, with all aspects is a product as a
heritage tourism destination. The main component that makes a destination as a heritage
tourism destination is its reflection through heritage.
The purpose of this study is to analyze the current situation of Alibey Adasi (Cunda) as
a tourism destination and describe the potential areas of heritage tourism development to
make the island an attractive international tourism destination.
The research is based on the literature review that includes the subtitles of tourism
destination development, destination development on the basis of heritage, history, and
attractions and facilities of Alibey Adasi (Cunda). The methodology of the research is a
descriptive study, research based on structured interviews (question sets specific to the
interviewees, district authority, municipality representatives, tradesmen, community
representatives, and tourists).
During the interviews with opinion leaders and the community, some conclusions were
reached. Also a SWOT analysis was made which reflects all the positive and negative aspects
of the destination. The recommendations about the destination development plan describe the
heritage tourism at the destination Alibey Adasi (Cunda) as a product, and the target market
that should be reached and the marketing activities in order to reach the potential customers.

Keywords: Destination Marketing, Heritage Tourism Destination, Destination

Development, Alibey Adasi (Cunda Island).

INTRODUCTION AND LITERATURE

Tourism destinations emerge as umbrella brands, and they need to be promoted in the
global market as one entity for each target market they try to attract. According to World
Tourism Organization, one of the most important niche markets is the market of cultural

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heritage tourism (WTO 2001). There is a close relationship between tourism and cultural
heritage. On the other hand, cultural heritage can serve as a tourism attraction, while tourism
can lead to financial and political support.

Alibey Adasi (Cunda Island), on the Aegean Sea, with all aspects is a product as a
heritage tourism destination. The main component that makes a destination a heritage tourism
destination is its reflection through heritage. Alibey Adasi (Cunda) which became the home of
ancient civilizations in history has various names such as Moshonis, Hekatonisa and
Nasos. Today, Alibey and Cunda are two most commonly used names of the place.

The mythological story behind the existence of these islands between Lesbos and West
Anatolia is very interesting. One of the great gods of mythology, Enkelados who has hundred
arms and fire, gives a very strong, shaky hug to beautiful goddess Anatolia. Through this hot
hugging, small and big islands, peninsulas between Lesbos and Anatolia are created.
Yorulmaz (2007, p.86) says that the beautiful children of Enkelados and Anatolia inherited
the characteristics of their beautiful and charming mother more their aggressive father.

Alibey Adasi or Cunda is a popular destination for domestic tourism these days
(Bayraktar 2002, p.5). The island owes this popularity to its wide history that includes the
exchange of inhabitants with Crete, Lesbos, and Macedonia (Erim 1948, p.20) after the
foundation of Turkish Republic. With its beautiful small bays, narrow streets, climate and
cuisine Alibey Adasi (Cunda) is almost becoming a brand name of a popular tourism
destination.

Destinations are the focal point of most of the tourism researches. Medlik (1993, p.148)
defines destinations as countries, regions, towns or other areas visited by tourists. Throughout
the year, their amenities serve their resident s and working population, but at some times or all
of the year, they also have temporary users- the tourists.

Smith (1995, p.199) identified a number of criteria that might be applied in the
identification of the destination zones;

The region should have a set of cultural, physical, and social characteristics that create
a sense of regional identity.
The region should contain an adequate tourism infrastructure that includes utilities,
roads, business services, and other social services necessary to support tourism
businesses and to cater to tourists needs.
The region should be larger than jus t one community or one attraction.
The region should contain existing attractions or have the potential to support the
development of sufficient attractions to draw tourists.
The region should be capable of supporting a tourism planning agency and marketing
initiatives to guide and encourage future development.
The region should be accessible to a large population base. Accessibility may be by
road, air passenger service, or cruise ships.

In addition, as cited from Hall (2000), Davidson and Maitland (1997, p.4), the key
characteristics that reflect the complexity of destinations are:

A complex and multidimensional tourism product, based on a variety of resources,

products, services, and forms of ownership,

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 Other social and economic activities, which may be complementary to or in conflict
with the various aspects of tourism,
A host community; public authorities and/or an elected council wit responsibility for
planning and management and,
An active private sector.

For many decades, tourism destination development has been dominated by a

philosophy of promoting established attraction- and service facilities. The assumption was
that the development of transportation facilities would follow these facilities (Gunn 1994). In
response to threats ensuing from poor planning, considerable advancements have been made
in the development of methodological processes for planning tourism destinations (Gunn
1994; Inskeep 1988, 1991; Laws 2001).

According to Gartner (1996), development can be viewed as a process or a state.

Development as a state refers to the relative condition of the object of interest. On the other
hand, tourism development is often viewed as a process of physical change.

Tinsley and Lynch (2001) refer to the concept of the tourist destination as a
geographic local place or region where some sort of touristic society inside the ordinary
community exists. Destination development can be divided into sub-categories and viewed
from different perspectives. For a more complete understanding it is necessary to consider
other elements of the destination, which are result of, or have an impact on the tourist side of
the development, for example the community council, the schools and the local residents
(Tinsley and Lynch 2001).

When considering tourism destination development, it is very important to consider

whether the destination addresses each of the five components of tourism which are
attractions, accessibility, accommodation, activities and amenities. These add up to creating a
successful tourism destination.

Tourists are motivated to visit attractions. Some are natural attractions such as
waterfalls and beaches, some ar built attractions in the public domain such as the Eiffel Tower,
Adventure World and Dream World or Walt Disney. Tourists wanting to visit attractions will
need to get to them, therefore when developing a destination it is important to provide
adequate access, such as sealed roads, railway lines, an airport or a harbor.

Tourists also seek activities to take part in at destinations. These activities may include
active activities such as windsurfing, golf, tennis, swimming, boating, water skiing, and
canoeing as well as passive activities such as lying on a beach or reading in a park or by a
pool. Some of these activities may themselves be attractions for some tourists.

Tourists visiting an attraction will need accommodation at or near the attraction, or on

the way to the attraction if an overnight stay is needed during the trip.

Tourists will also need amenities at and on the way to destinations and near attractions
and their accommodation. These include shops, restaurants and cafes, public transport, tourist
information outlets and public toilets. Developing a destination around one of the As will
require the other As into account.

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 Tourism development planning must therefore play a new role whereby it promotes
sustainable tourism development without concentrating excessive levels of tourism or
aggravating environmental nuisances that may ultimately lead the host population to reject
tourism. This is the new challenge that involves changing the goals and practices of tourism
planning while still allowing for specific problems of financing and profile-raising for a given
destination in a context of ever tougher international competition (Ashworth 1997).

Tourism, as activities and developments that provide for the needs of travelers, has
reached major proportions in the global economy. Due to that economic importance of
tourism, many countries have contributed heavily in the development of its national resources
with emphases on improving and increasing tourism and its revenue.

WTO (2001) defines sustainable tourism as Tourism which leads to management of

all resources in such a way that economic, social and aesthetic needs can be fulfilled while
maintaining cultural integrity, essentials ecological processes, biological diversity and life
support systems. According to Gartner (1996); sustainable tourism development meets the
needs of present tourists and host regions while protecting and enhancing opportunities for the
future. Herbert, Prentice, and Thomas, (1989) define sustainable tourism products which are
operated in harmony with the local environment, community, and cultures. Sustainable
tourism meeting the needs of the present without compromising the ability of future
generations to meet their own needs (Brotherton 1999). The idea of sustainable tourism
planning has became the center of focus due to the extensive increase in the size and
magnitude of tourism investments and the increase in tourists visitors to the natural areas.

The Tourism Planning is designed for use by local authorities and Regional Tourism
Organization (RTO) staff who have the responsibility either wholly or partly for destination
management in their area. Sustainable tourism planning should not ignore the research and
evaluation of the tourism demand, market needs and expectations, tourism supply, resource
utilization consistency with demand preferences, and environmental sustainability (Audrerie,
D., Vilar, L., 1999). In order to provide a unique, satisfying tourism experience which will
differentiate the destination in the market place, to create a long term appeal and to sustain the
resource base on which the tourism destination is based, they claimed that tourism planning
must integrate with market and resource driven process. Many local authorities are actively
promoting their districts as tourist destinations; effectively, this is broadening the promotions
of local authorities from traditional seaside resorts to heritage areas (Prentice 1989).

HERITAGE TOURISM AND TOURISM AS AN IDENTITY

Heritage in general, and heritage tourism in particular, have been analyzed from many
different points of view; it has been investigated by historians, sociologists and philosophers
(Audrerie and Vilar, 1999). Over the last decade, travel industry research confirms that
heritage tourism is one the fastest growing segments of the travel industry
(www.culturalheritagetourism.org). For some travelers, cultural and heritage experiences are
value added, enhancing their enjoyment of a place and increasing the likelihood that they
will return. For a growing number of visitors, however, who are tired of the homogenization
of places around the world, authentic experiences are an important factor and motivator for
their travel decisions and expectations.

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 Heritage tourism is a kind of tourism which considers culture and nature together.
Poria, Butler and Airev (2001) define heritage tourism as traveling to experience the places,
artifacts and activities that authentically represent the stories and people of the past and
present. It includes cultural, historic and natural resources. Du Cros (2001) claims that
heritage tourism is a leisure trip with the primary purpose of visiting historic, cultural,
natural, recreational and scenic attractions to learn more about the past in an enjoyable way.

Heritage tourism has been defined also as; a subgroup of tourism, in which the main
motivation for visiting a site is, based on the places heritage characteristics according to the
tourists perception of their own heritage. The heritage tourism, also called the heritage industry,
is composed, according to Thourborn (1986) , of different elements such as built heritage places on
which this research is focused.

According to the ATLAS surveys carried out in some cultural sites by the European
Association for Tourism and Leisure Education (Pearce 1997), the profile of the heritage tourists
are as follows:

- Most of them have a high level of education.

- Around 50% are workers; however there are a high percentage of students.
- More than the 40% are under 30 years old.
- They are looking for a personal development and the opportunity to learn for themselves
and discover new cultures.
- They have a desire for novelty that is combined with nostalgia .
- They are authenticity-seekers.
- 60% of visitors are tourists (58% domestic tourists); 40% are local residents.

In Swarbrookes research (1999), issues related with the relationship between heritage
tourism and national identity is discussed (mainly focus upon England). It argues that heritage
tourism is a powerful force in the construction and maintenance of a national identity.
Because it relies upon the historic symbols of the nation as means of attracting tourists
(Swarbrooke, p.313). Identity includes the image of being a place. It has been concluded in
this research that, the nationalistic messages of heritage tourism must, therefore, have an
impact on how individuals within that nation conceive of their personal identity and, by the
same token, how the nation and its people are perceived by others (Swarbrooke 1999, p.137).

As it has been stated above heritage tourism is attracting more and more tourists, so
the sector itself and the types of visitors are evolving with varying levels of knowledge and
interest (Ortega 2001, Laws, 2001: p.85). This makes management even more important since
it has to balance the protection of the resources and their development to reach the enjoyment
of tourists.

Heritage management is, then, the practice of controlling the heritage and this is quite
important since the worth of heritage in most of the cases depends on how it is presented to
customers, that is, tourists. Heritage places ha ve to be presented, then, as tourist products, and
to reach this; high standards of management are needed (Ortega, 2001).

ALIBEY ADASI (CUNDA ISLAND)

Alibey Adasi or Cunda Island is a small island in the northwestern Aegean Sea off the
coast of Ayvalik, part of Balikesir Province of Turkey. It is the largest island in the Ayvalik

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Islands group. Alibey (Cunda) is linked to Ayvalik on the mainland by a causeway. The
island has a typical resort town, Alibey, and a bus and ferry link to Ayvalik. The beauty of old
houses, monasteries and churches fascinates each visitor with the scent of Mediterranean Sea.

Cunda has 3.600 inhabitants (as in 2007) and transportation to the island is performed
on the causeway by bus or car. Alibey (Cunda) Island is the part of the one of the famous
tourism center of Ayvalik (35.000 inhabitants). It is also near the tourism centers rich in
natural and cultural attractions. The volume of trips resulted in 75.068 bed-nights in 2007, an
increase of 70 per cent over 2006 in Ayvalik. Domestic tourism, representing more than 55
per cent of travel, rose 24 per cent in 2007. Tourism generated new jobs directly or indirectly
in the last 10 years.

Accommodation facilities of the island are very rich in kind, therefore, serves different
types visitor profile. There is only one 4 star hotel and not any 5 star hotel on the island.
Motels, pensions and camping sites also contribute to the capacity of the island. In 2007 the
total number of rooms was 600. These rooms represented an estimated 1500 beds. There are
also many restaurants (more than 20) along the coast of the island.

People who are filled with admiration to the neo-classical architecture can be satisfied
with the panorama of Alibey (Cunda) Island. The old stone houses are the ones that make
Alibey Adasi (Cunda) special. Monasteries, churches and houses that reflect the Byzantine
style of architecture provide an authentic appearance to the region. However, many of the
architectural beauties that reflect the culture of the island had been damaged by earthquakes
and the incremental population with unstructured construction. Most of the churches and
monasteries that lighten the history through 18th and 19th century of the island vanished. There
were 7 churches and 8 monasteries on the island (Erim, 1948, p.6-7).

In 2007 after a two-year-work, all 551 buildings in Alibey (Cunda) Island were
inspected and registered by Turkish Science Academy and Yildiz Teknik University
Architecture Faculty within the "Turkey Culture Inventory Project (TBA 2006).

RESEARCH METHODOLOGY AND RESULTS

The purpose of the study is to analyze the current situation of Alibey Adasi (Cunda) as
a tourism destination and describe the potential areas of heritage tourism development, to
make the island an attractive international tourism destination based on heritage.

In this study, we tried to answer the following questions (Yildirim, ztop, Bahadir,
Kirmizi and Yalin 2004: 63):

Can the local culture and the heritage of Alibey Adasi (Cunda), which is reflected
through its attractions, create a potential for it to become an international tourism
destination?

What are the attitudes of the local people, municipality district, county tourism
administration, community based organizations (CBOs) and nongovernmental
organizations (NGOs) towards development of Alibey Adasi (Cunda) as a tourism
destination?

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 In line with the problem statements and purpose, the research is a descriptive study.
We have information about the current situation of Alibey Adasi (Cunda) in the field of
tourism. Moreover, we have conducted a literature review about the destination development
projects based on their heritage. Structured interviews have been used to analyze the current
situation. After the data analysis, some recommendations are made in order to make Alibey
Adasi (Cunda) an international tourism destination in the light of the profile we have designed
according to data collected. We have chosen especially interviewing as our data collection
method, since we believe that in our study, using questionnaires will limit us in data
collection. Asking same set of questions to everyone may not provide us the crucial
information we need. Since some issues of our interest, like community acceptance and
involvement, Turkish Greek relationships, are very sensitive, emotional and complex,
questionnaires will limit us. When all these characteristics are taken into consideration, the
most relevant data collection method is interviewing.

Our interviewees are district authority, municipality representatives, tradesmen,

community representatives and the tourists. Tradesmen include the owners of small and
medium sized enterprises mostly related to tourism and people employed in tourism such as
tourist guides and waiters. Moreover, we looked also at the demand side, the tourists, and
their opinions about Alibey Adasi (Cunda). Since we made structured interviews, we prepared
question sets specific to the interviewees. Those different question sets has been distributed to
related community groups. Moreover, we applied SWOT analysis in order to take into
consideration the most valuable data obtained from the interviews.

Analysis of Alibey Adasi (Cunda Island)

While analyzing Alibey Adasi (Cunda), we have asked about accessibility,

accommodation, activities, amanities and attractions to both local people and tourists. We
wanted them to comment on the availability of components in the island as well as the role of
these components in attracting tourists and than we have prepared an overall SWOT Analysis
for the destination.
The objective of this analysis is to identify key strengths to build upon in the strategies
developed for the tourism development plan, weaknesses that must be addressed, the range of
opportunities to consider, and some threats which must also be taken into account.

Strengths

Alibey Adasi (Cunda) has many strengths to build on, shown as follows:

An authentic culture and heritage tourism product

Unspoiled natural resources (seacoast with unpolluted waters)
Hospitable climate for tourists (service culture)
A great diversity of landscapes with tourism potential
The islands rich flora with endemic types of plants (752 different types)
Interesting history of the region (exchange of populations)
Cultural interaction with Greek people and great similarity of two cultures
Attractive monuments, preserved and restored old houses and buildings
Alibey Culture Center, a restored historical building used for cultural events
Very positive community attitude and hospitality to the tourists
Strong reliance on domestic market

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 Close to touristic centers like Troy, Assos, Bergama, and Ephesos
Good restaurants with delicious Turkish food
Availability of shopping items like olive oil, soap and handicrafts
Sufficient infrastructure for current population
Regular boat trips from/to Ayvalik to/from Lesbos (adequate transportation facilities
to the island )

Weaknesses

There are also ranges of weaknesses that must be addressed:

Insufficient high-quality accommodation capacity

Perceived as a one day trip destination (excursionists from the resorts of the region)
Insufficient marketing and promotion activities
Affect of seasonality on tourist arrivals
Need for qualified service personnel knowing foreign languages like English, German
and Greek
Difficulty of access to Lesbos for Turkish travelers (visa and tax requirements)
Poor internal transportation
Laziness of the community (no marketing or promotional materials)

Opportunities

There are many potential tourism development opportunities to consider, as shown

below:

Alibey Adasi (Cunda) as a transit point from Lesbos to Bergama and Ephesos
Joint cultural and educational projects with the municipality and Chamber of
Commerce of Lesbos
Restoration of historical sites and priority-based tourism planning with protected
areas restrictions
Willingness of local people to built apart hotels, family pensions and boutique
hotels
Potential for alternative tourism activities like ecotourism, gourmet tourism, sailing
and scuba diving
Undamaged wild life not overdeveloped like in Bodrum, Marmaris and esme (rich
for underwater species)
Further development of cultural and heritage tourism especially targeted to Greeks and
European countries
Creation of Papalina (the famous fish of the island) Festival
Building a museum that demonstrates the history and the heritage of the island
Enhanced web sites, major Web portal and Internet-based marketing and promotional
activities
Better integration of destination marketing and promotional efforts with Ayvalik
Increasing number of educated manpower
Potential for shopping for the visitors from Lesbos
Potential for religious ceremonies for the travelers from Greece

Threats

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 Specific threats must also be examined and addressed by strategies:

Leakage to the sea

Lack of refined water and inadequate sewage system with the increase of tourist
arrivals to the island
Danger of over-development like in Kusadasi (to loose the authenticity and lifestyle of
the island )
Competition from other destinations like Bodrum, Marmaris and esme

CONCLUSION

The purpose of our study was to analyze the current situation of Alibey Adasi (Cunda)
as a tourism destination and describe the potential areas of heritage tourism development to
make the island an attractive international tourism destination. We have concluded a SWOT
analysis, which reflects all the positive and negative aspects of the destination. According to
the SWOT analysis and facilities on the island, Alibey Adasi (Cunda) has an important
potential to be developed as a sustainable tourism destination. Sustainable tourism can be
reached in the site but infrastructure and superstructures should be enhanced immediately.

Our research findings can be used as a base for further studies in order for a planning
of heritage tourism development for Alibey Adasi (Cunda). The main component that makes a
destination as a heritage tourism destination is its reflection through heritage. With the help of
our research, we can conclude that the attitude of local people towards tourism and Greek
tourists are very positive and they are very hospitable to the Greek people. As a product, we
can work on the components of the destination.

Transportation to the island is performed on the causeway by bus or car. There are also
regular boat trips from/to Ayvalik and Lesbos. These boat trips from/to Ayvalik and Lesbos
should be increased. By the way, lack of air transportation can limit the development of
Alibey Adasi (Cunda) easily so the importance of air transportation should not be
underestimated although transportation is sufficient.

As we mentioned before, total room capacity and bed capacity of the island is quite
low but it can be compensated by the hotels in Ayvalik and Sarimsakli. In order not to destroy
the authenticity and uniqueness of the island, building apart hotels, family pensions,
boutique hotels should be encouraged through incentives. The services should be high in
quality and strictly controlled by local authorities. The employees should be well educated
and friendly. Training packages should be developed by local authorities and with
cooperation of nearby educational institutes. The prices should reflect the quality of the
services and should be monitored by local authorities. Moreover, the local government has to
be receptive to projects such as developing signage, promoting and marketing the Cunda
Island, as it is these smaller projects that will ultimately lead to the larger, more significant
projects.
The beauty of the old houses and the Mediterranean architecture that add the
authenticity to the island should be protected by preparing residential and architectural plans.
All the restorations should be performed by great effort through the corporation of related
universities, local and central authorities.

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 If we think to use unique and interesting history of the island due to the exchange of
populations and positive effects of people exchange on tourism in the area as a tourism
motive, an ethnographic museum could be established. Gift shops, cafes, and tea rooms
should be installed in the museum, so as to attract more of the tourists discretionary spending.
Shopping items like olive oil, fish, cheese, souvenirs, special interest activities like scuba
diving, wine and food tourism, boat trips to other islands, excursions to the nearby
destinations like Bergama and Troy should be promoted.

Amenities are sufficient for current population but as population increases due to the
tourism activities some problems like lack of refined water and inadequate sewage system can
emerge. The authorities should focus on this probability before the tourism destination
planning.

Marketing activities should be directed to middle class, married with children, middle-
centric or psycho-centric traveler profiles. Further development of heritage tourism especially
targeted to Greeks living in Greece, other Greek Islands and all over the world should be done.
Regression returning to the point of origin and enhancement kinship, relatives should
be used as a motive for destination choice. The message that will be tried to reach the target
market should convey the friendship and great similarity of two cultures. Promotion materials
should be prepared with the cooperation of Ministry of Culture and Tourism in Turkish,
Greek and English. Tourism plans should be prepared in a participative manner with the
contribution of local people. The current official tourism website should be improved for ease
of use, written with correct English language used for the internet.

To get maximum benefit from the island in terms of tourism facilities, a good
relationship between local people and tourism proffesionals should be established. Particular
group of visitors or market segments who may be influenced in relation to specified products
should be selected and targeted. Private organizations which can be involved in planning and
marketing for tourism and supplying the products should be identified. Small and medium
size businesses should be developed for tourists of high quality. These businesses offer the
most potential for employing people on the island.

Suggestions for further research can be based on our findings. Causal relationship
among each aspect and the attractiveness of Alibey Adasi (Cunda) as a heritage tourism
destination can be researched. First of all, a further research can focus on the aspects of the
conceptual framework in order to define the relevantness of the aspects to the attractiveness of
Alibey Adasi (Cunda) as heritage tourism destination.

Moreover, based on the findings of this project, a well defined and detailed destination
development project could be prepared including all aspects like financing and detailed
marketing.

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Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.