Özet:

The people have built tuff cave houses and underground cities in the Cappadocia region which has volcanic tuff formations in B.C. This places have been used as housing and living place for long years. However, today because of developed of tourism in the region, tuff cave houses were transformed to cave hotel and they were used as hotel management. The aim of research is to understand how the tuff cave houses in research area are transformed to cave hotel in tourism industry, and how they are marketing in tourism, by the postmodern approach. The study was made in the qualitative method, and interview and observation data were collected. Participants made interviewed, was determined according to the purposive sampling method. In-depth interviews were made with participants upon semi-structured interview form. Moreover, in the study, number of visitors and hotels in Ürgüp district was obtained. Data of the research analysed as descriptive, and it interpreted. According to the findings of the study, there are about 72 cave hotels in Ürgüp and, they give to local and foreign visitors accommodation service with 1480 bed capacity. Cave houses which built by carving tuff formations, now was being transformed to cave hotel and, they marketed in tourism industry. Number of the cave hotels which serving in the area since the 1985s, and increased day by day in the region. The cave houses which have modern interior design, being marketed as hotel, and offered to the consumption of visitors. The cave hotels emerge in the postmodern approach as new consumption space of consumption society.