Ecotourism Destination Brand Development for Managing Overtourism: A Brand Proposal For Mugla Turkey

Abstract

Ecotourism destination branding is a dynamic concept that combines the principles of sustainable tourism with strategic marketing efforts to promote and safeguard natural and cultural resources and managing overtourism. The purpose of this research is to establish a comprehensive branding proposal for Muğla to manage overtourism a region widely recognized for its exceptional natural beauty and rich cultural heritage. The introduction will cover the fundamental aspects of ecotourism including its definitions principles and significance in the context of sustainable development. A thorough literature review will explore various dimensions of ecotourism and examining global trends. This will entail a meticulous examination of destination branding emphasizing key concepts strategies and the role of branding in enhancing the appeal and competitiveness of ecotourism destinations. The proposal for Muğla will be carefully crafted focusing on five key stages. © 2025 Elsevier B.V. All rights reserved.