ABSTRACT
Drawing on the theoretical framework of sociological institutionalism, this study investigated the relationship between culture and consumption to understand the interplay of cultural types regarding the consumption of overtourism, and the formation of pro-tourism and tourism-sceptic attitudes. A qualitative research design with data collection based on interviews supported by observations and document analysis was chosen for this explorative case study of Alaçatı in Turkey. The findings demonstrate that myths of discovery, authenticity and economic growth help to diffuse ideas and policy models for Alaçatı. The gap between cultural models creates parallel social lives in the same place while cultural products can easily become political. Everyday life is the base where tourismphobia is taking root. Finally, the logic of appropriateness affects feelings of tourismphobia as tourism growth challenges socially appropriate frames.
