Abstract:

In the growing and growing tourism sector, the demand for tourists has begun to vary. Given the changes in tourist profiles in recent times, tourists now want to travel more to natural areas than highly demanded tourist attractions. The fact that tourists are curious about the culture of a region or country, their way of life, their hereditary value and their desire to experience this sense of curiosity has brought cultural tourism, hereditary tourism, to the forefront. This situation is of great importance for the regions with cultural heritage values, both in social and economic terms. The King's Daughter Hamam, located in the Yozgat County of Sarıkaya, with a 2000-year history, used as a thermal therapy center in ancient times, was included in the UNESCO World Heritage List in 2018 and has a cultural heritage value with both its nature and culture. This study aims to emphasize the importance of King's Daughter Hamam's cultural heritage tourism in terms of SWOT analysis, both for the country and the region tourism. It also aims to raise awareness for both local governors, both the local public and travel agencies. The SWOT analysis indicates the strengths and weaknesses of the structure, but also the possibilities and threats that may arise. According to the results obtained, the failure to develop both the region and the structure in the tourism sector is due to the lack of sufficient awareness of the public, the failure to promote and the sufficient plan, the failure to develop the project.

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