Evaluation of archaeotourism value based on visitor reviews: The case of Nevşehir

Abstract

Cappadocia Region is one of the leading tourism destinations in Turkey with its cultural and nature tourism. This study examines the archaeotourism value of Nevşehir province, which hosts archaeodestinations such as Kayaşehir, Sobesos, Sofular Höyük, Topaklı Höyük, Topraktepe within its borders and is also described as Core Cappadocia in the literature. Based on the same focus serving the study design, visitor comments published on online platforms for Kayaşehir and Sobesos destinations were used in the analysis phase of the research. Using various software programs used for qualitative data analysis, the classified comments were analyzed and word frequencies were created. When the online comments were analyzed, it was determined that visitor experiences had natural, historical, cultural and archaeological values. It can be said that visitor comments have more positive content from old to new; therefore, it can be said that these archaeodestinations are developing. On the other hand, it has been determined that despite the disadvantageous structure of the destination, there are comments that are supportive and positive; and despite the advantageous qualities of the destination, there are comments that are negative or need improvement. In this context, the possibility of differentiation in terms of sociological, psychological conditions and cultural background of visitors can be seen among the reasons for the data obtained in the study. In the light of all these data, various suggestions are presented for the marketing of Nevşehir as a destination.