Shaping Memories and Clay: A Netnographic Look at Tourist Experiences in Pottery Workshops

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Using netnography, this research examines how tourists perceive intangible cultural heritage (ICH) experiences and how digital interactions can make this heritage sustainable. The research analyzed online tourist comments on pottery experiences in Avanos. Tourists' pottery production experiences were evaluated in terms of emotional connection, creativity/self-expression, traditional knowledge transfer, and social interaction. The findings show that the ICH experience is sustainable in physical space and digital platforms. This research makes a methodological contribution to the literature by revealing how the netnography method can be used in ICH experience research. In addition, the research results show how the ICH experience is reproduced on digital platforms and how digital platforms can be a tool for ICH sustainability. The research results emphasize the need for increased digital participation in ICH management and tourism planning and suggest more effective use of digitalization processes for ICH preservation and promotion.