Conceptualising slow tourism: a perspective from Latvia

ABSTRACT

Slow tourism is perceived as a new type of sustainable tourism and a promising alternative to mass tourism with which tourists, destination managers and tourism service providers are willing to engage. However, inconsistent interpretations impede the clarity of communication between tourism suppliers and consumers. This study re-examines the phenomenon of slow tourism to address this gap in the literature. The focus of the study is Latvia where slowness, until recently, was adopted in tourism branding. This qualitative study revealed that slow tourism is an approach to tourism underpinned by a slow mindset which enhances the core experiential aspect of the phenomenon within ethical boundaries. The environmental and economic aspects appear to be marginal and may fluctuate in intensity according to individuals’ perception. This study offers a theoretical perspective alongside some practical implications for slow tourism and enhances industry awareness of the phenomenon, satisfies consumers’ expectations and improves marketing communications.

KEYWORDS:

• Slow tourism
• sustainability
• tourist experience
• slow mindset
• Latvia

Notes on contributors

Zanda Serdane is a lecturer in tourism, events and hospitality marketing at School of Human and Life Sciences, Canterbury Christ Church University. Her research interests include destination marketing and management, travel experiences, and tourism policy implementation. Her PhD was on the subject of slow tourism and its underlying philosophy.

Agata Maccarrone-Eaglen is a senior lecturer at Salford Business School, University of Salford. Her main research interest includes consumer behaviour and cross-cultural studies, tourism sustainability and marketing. Her academic career had also included research for a feasibility study about global certification strategies for sustainable tourism for Rainforest Alliance, the development of international academic activities with institutions in Europe, the USA, Australia and Canada, and visit lecturing in China, Spain, Czech Republic, France, Italy and Finland.

Sudi Sharifi is a senior lecturer in organisational analysis at Salford Business School, University of Salford. Her current research interests include organisational learning, organisational culture and image, change management and the third sector. She has been involved in research on organisational innovation in manufacturing sector and evolution of knowledge and learning in SMEs. She has been collaborating with academic colleagues in the top institutions in the UK, Europe and the Middle East.

Disclosure statement

No potential conflict of interest was reported by the author(s).