Abstract
ABSTRACT Veganism is growing and more people are adhering to their vegan lifestyle while travelling. However, there is a lack of research that investigates vegan tourism in terms of destination development. Hence, this study examines the development of a destination as vegan-friendly under two research questions: (1) what are the aspects of a vegan-friendly destination, and (2) how it is developed. The research examines the specific case of Didim, Turkey, which declared itself vegan-friendly in 2017. Online and on-site interviews are conducted with tourism professionals, local business owners, volunteers from NGOs, and residents. The research sheds light into how the development process of Didim as vegan-friendly occurred. The findings also reveal the aspects of a vegan-friendly destination, including adherence to the vegan philosophy, availability a vegan cuisine, addressed needs of vegan visitors, abolition or reduction of animal exploitation, complementary social interactions and a favourable attitude of the local population.
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