THE ROLE OF TOURISM ESTABLISHMENTS IN RURAL TOURISM: A SAMPLE OF CUMALIKIZIK

Rural tourism as an alternative type has been one of the areas which has gradually grown in tourism industry. Stakeholders, specifically tourism establishments, have an important role in the development of rural tourism in a region. This study aims to reveal tourism managers’ attitude towards rural tourism. The research was carried out in Bursa-Cumal？k？z？k which is implemented rural tourism and in UNESCO World Heritage List. A qualitative approach was adopted and data was gathered from 18 tourism managers. According to the results, tourism managers have a positive attitude towards rural tourism. However, there are some incompatibilies, specifically in restoration, between tourism managers and local authorities. Local authorities and managers need to take joint action for decision. The other finding of the study is that managers mustn’t focus only tourist numbers but also local texture protection of the region. This study aims to contribute understanding tourism managers’ attitude towards rural tourism and offer solutions in this context