ABSTRACT
This introductory chapter explains that, as a sequel of sorts to Living with Tourism (1), this book follows tourism development and social change in Göreme over the two decades 2000–19. During this period, Göreme’s tourism has matured and flourished, developing a thriving hot-air ballooning sector which has become globally renowned via social media. The chapter firstly introduces the ‘back-story’ by referring to key points of tourism development in Göreme during the 1980s–90s. The longitudinal nature of the study is then discussed by detailing the ethnographic research developed through repeated ‘returns to the field’ over more than two decades. The section entitled ‘Unlimited change’ signals the title of the book as related to the shift from a moral economy based on an image of limited good to a prospect of unlimited growth cultivated by neoliberal market economics. It is explained that, overall, the book stories what happens when tourism in a place loses a sense of its own limits. Finally, the chapter provides an overview of the book’s structure.
