Özet:

Today, many measures are taken to minimize the adverse effects caused by tourism activities; at the same time, many strategies are implemented to ensure sustainable tourism development. The development of sustainable tourism potential of destinations depends on evaluating the situation as a process. On the other hand, increasing visitors' experience within the scope of sustainable tourism and providing high satisfaction is another issue to be considered. The study evaluated Pamukkale's sustainable tourism potential with SWOT-AHP (A'WOT). Depending on the data obtained, suggestions have been made that will contribute to sustainable tourism development. According to the findings, a main essential criterion in terms of contribution to the development of Pamukkale's sustainable tourism potential is 'strengths' (42%), in the strengths sub-factor; “easy access” (28%); in the weakness; “lack of infrastructure and superstructure for eco-tourism/nature tourism” (28%); in the opportunities; “natural and cultural riches that enable different activities” (25%); in the threats; “lack of a systematic structure regarding the management and protection of natural resources” (24%) and “ease of transportation” (12%) took first place in the general ranking. The results are consistent with the prominent conditions for the existence and continuation of sustainable tourism in the literature.