Goals of consumers in the context of slow tourism

Abstract

The concept of slow tourism is gaining attention in terms of emphasized need for slowing down the pace of life. This concept is tied to sustainable tourism and linked to social movements such as: 'Slow Food' (authentic, local food), 'Slow Cities' (environmentally responsible and peaceful environment) and 'Slow Transportation' (local buses and trains). This study provides insights into the phenomenon of slow tourism from the perspective of a goal-directed consumption process. The research was based on a model consisting of six slow tourism motivations (relaxation, self-reflection, escape, novelty-seeking, engagement, and discovery), two goals of slow tourism (revitalization and self-enrichment), and travel outcomes (satisfaction, future return intention, and recommendations). The sample included 320 respondents from the territory of the Republic of Serbia who had visited some of the destinations in Vojvodina labeled as 'slow place' in the past two years.

Keywords

• Slow Tourism
• consumer behavior
• goals of consumers
• Vojvodina