Ethical stance in sustainable tourism: A DEMATEL and AHP-based analysis of the Göbeklitepe case

Ethical considerations have increasingly become central components in sustainable tourism development, particularly in culturally sensitive heritage destinations. This study aims to define and prioritize ethical sustainability criteria within the framework of sustainable tourism by employing a hybrid multi-criteria decision-making approach (DEMATEL-AHP). Göbeklitepe, a UNESCO World Heritage site in Türkiye, is selected as a case study due to its symbolic, archaeological, and tourism significance. Based on expert evaluations (n=14), nine core ethical criteria categorized under environmental, social, and economic dimensions were analyzed for their interrelations and importance weights. DEMATEL results highlight Human Rights Sensitivity, Ethical Marketing, and Local Production as the most influential (causal) criteria. AHP analysis further identifies Digital-Ethical Tourism Management Strategy as the most suitable and comprehensive strategy, particularly effective in achieving balance across environmental, social, and economic domains. Additionally, the study aligns identified criteria with Forsyth’s Ethics Position Questionnaire (EPQ), integrating ethical ideology with quantitative decision-making. This interdisciplinary framework enhances theoretical understanding and provides actionable insights for policymakers and tourism planners. Findings emphasize that ethical stance is not merely a normative guideline but a measurable and strategic necessity in sustainable tourism planning, especially in high-value heritage contexts.