Abstract:

Towards the end of the 20.century rapidly growing tourism activities was based on the relationship of the sea, sun and sand. But today, from the trio of the sea, sun and sand, seen a shift towards natural and cultural tourism. Thus, tourism activities, not only at the edges of the coast, but also in natural and culturally attractive inland areas is becoming one of the major sources of income. Malatya is the riches of the natural and cultural tourism, is a province with a very old history. Aslantepe and Eskimalatya historical richness of the works, as pointed out; Sultansuyu, Karakaya Dam and Valley of Levent, Malatya, waiting to be discovered within the scope of nature tourism values. Folk dances, traditional clothing, traditional crafts, local cuisines are important values in Malatya. In addition, Malatya connection with the Nemrut Mountain which is on the World Heritage List has increased touristic attraction of Malatya.The aim of this study, demonstrate the potential of tourism of the province of Malatya, can be done to determine the types of alternative tourism. The local administrators and experts in tourism development in the province of Malatya effectively made the survey data were collected. SWOT analysis technique was applied to data collected. According to the survey the strengths of tourism in the province of Malatya health facilities, the rich history, culture and natural wealth, geographical location, climate and pristine environment, respectively. Weaknesses, lack of promotion and marketing, tourism is undeveloped consciousness, lack of attraction for investors, lack of infrastructure and service quality, lack of communication and coordination between agencies, local governments were found to be a lack of interest and lack of entertainment and shopping points. Opportunities to be the university city, mountain, historical and cultural tourism is that the increase in interest and the great number of health facilities. Threat elements of the city's tourist image of the weakness, the weakness of local zoning and building control, respectively

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