From best tourism village to regional development: the power of destination image in an old Greek town Mustafapasa

Abstract

This study examines the role of Perceived Value Theory and its potential for regional development in the context Mustafapasa, Turkey, which was selected as a Best Tourism Village (BTV) by UNWTO. Using a two-stage research design, the study first conducted a content analysis of 24 documents to identify the perceived image of Mustafapasa, followed by interviews with 13 participants to identify the key components of destination image. These components: history and culture, natural environment, social atmosphere and tourism activities were then compared with the sustainability goals of the BTV. The research highlights the partial achievement of these goals and emphasizes the need for greater local awareness and cooperation. The importance of this study lies in its contribution to Perceived Value Theory by demonstrating its application to rural tourism development. The findings suggest that increasing the perceived value of destinations such as Mustafapasa through strategic management can stimulate tourism, promote sustainable development and protect cultural and natural resources.