The most exclusive destination in Cappadocia, Urgup is a pretty, modern, troglodytic village which is devoted to luxury tourism.
My suggestion:
Whilst you are in Urgup in Cappadocia, try the excellent local wine, which you can often get straight from the producers.
Summary:
If you're looking for a destination that marries the feeling of a traditional Cappadocian village to a more modern town life, with luxury hotels, stores, gastronomic restaurants, and other night life, then I advise you to stay in Urgup during your
stay in Cappadocia. If you prefer a more traditional and authentic place, then pass it by.