Chapter 1: The history of tourism development in Turkey.- Chapter 2: Economic and social benefits of mass tourism development in Turkey.- Chapter 3: Negative impact of mass tourism development - problems with sustainability.- Chapter 4: Introducing alternative forms of tourism.- Chapter 5: Alternative tourism and sustainability.- Chapter 6: Public policy and sustainable alternative tourism.- Chapter 7: Marketing Turkey as an alternative tourism destination.- Chapter 8: Conclusion: the benefits, the costs and the implications of alternative tourism development in Turkey.