Using self-determination theory to assess the tourism service product at local level: the case of North Cyprus

Purpose This study draws on self-determination theory (SDT) and describes a study that elucidates how motivation can be fostered in the local management context. The study aims to provide state and local officials with a decision-making tool that allows evaluation of the quantity and quality of the public services by using SDT to interact with locals and students. Design/methodology/approach A qualitative approach and thematic analysis (TA) were used to find common themes and to develop an in-depth insight by gathering specific information from the point of view of local residents. In total, 19 interviews with locals were conducted using questions drawn from SDT. Findings The study found that the most significant obstacles were autonomy, competence and relatedness to intrinsic and extrinsic factors such as managing budgets, provision of basic services such as waste management, accessibility and support for local non-government organisations and local festivals and lack of knowledge about sustainable tourism product development among local residents. Originality/value Although there is growing knowledge related to environmental and social concern, the municipality's engagement level in this area is low. Hence, the study provides state and local officials with a decision-making tool to evaluate public services' quantity and quality through the SDT on locals and students, and it is significant to explain the application of SDT to the tourism service at the local level and its potential to develop sustainable tourism.