Strategic analysis of yoga tourism in Cappadocia: A SWOT-TOWS approach

Abstract

This study evaluates the yoga tourism potential of the Cappadocia region through a SWOT-TOWS analysis and proposes sustainable development strategies. In-depth interviews were conducted with yoga instructors and hotel managers in the area as part of a qualitative research approach. The analysis has identified Cappadocia’s mystical atmosphere, historical heritage, and well-developed tourism infrastructure as key strengths, while the shortage of instructors, seasonality, and insufficient promotion are noted as weaknesses. Opportunities include international festivals, yoga schools, and sustainable package programs, whereas threats consist of the dominance of balloon tourism and market competition. The strategies developed through the TOWS matrix involve instructor training, local government support, and eco-friendly infrastructure improvements. The study highlights that yoga tourism can contribute to regional diversification and sustainable revenue growth, emphasizing the critical role of stakeholder collaboration, promotion, and policy-making. As the first strategic analysis of yoga tourism in Cappadocia, this research significantly contributes to the literature.