Exploring mountain tourism dynamics in Türkiye: demographics, preference, and trip experiences

Mountain tourism plays a vital role in economic development and environmental conservation, while also posing challenges related to sustainability and community impact. Although research on nature-based tourism has grown, studies focusing on the dynamics of domestic mountain tourists remain geographically limited, particularly in underrepresented regions such as Türkiye. As mountain tourism encompasses diverse tourist behaviours, understanding this segment is essential for informed policy-making, destination planning, and marketing strategies. This study investigates the demographic profiles, preferences, and trip characteristics of mountain tourists in Türkiye, aiming to identify distinct patterns of travel behaviour. Data were collected through a national online survey conducted in collaboration with the Turkish Mountaineering Federation, including participants both from federation members and individuals interested in mountaineering without federation membership, yielding responses from 1,372 participants. The findings reveal significant variations in natural area preferences and destination feature expectations based on demographic and tourist typological factors. These insights underscore the importance of adopting segmentation-based approaches in mountain tourism management and marketing. The study concludes with practical recommendations and directions for future research to support sustainable and targeted tourism development in Türkiye and comparable contexts.