African Journal of Hospitality, Tourism and Leisure (Jan 2015)
Can engagement in slow tourism activities at botanical gardens contribute to a less stressful lifestyle?
Abstract
The concept and knowledge of slow tourism within the context of South Africa is limited, and very little local literature is available on this new, emerging niche form of tourism. International research on this topic including the practise, development, implementation and promotion of slow tourism has grown internationally at an exponential level during the last decade. This study investigates the meaning, understanding and definition of slow travel and tourism, and how slow tourism differs from other alternative tourism types. International and local case studies where slow tourism was implemented successfully were assessed. Slow tourism is considered an anti-thesis to mass tourism. Tourism role-players and visitors groups have become more environmentally conscious in which they develop, promote, travel and consume tourism products. Sustainable and responsible tourism practises are at the forefront of the slow tourism phenomena which induces the demand and the supply chain of tourism products emphasised by ethical values. The ideals of slow tourism places focus on the concept of time spent at the destination, liberating the visitor from angst and stress, set off by today’s fast-paced lifestyles. Attention is directed at the visitor experiencing a qualitative more than a quantitative experience, found in a unique nature-based setting with the after-effects of feeling relaxed and rejuvenated. Slow tourism is centred on building good relationships with the local community, the preservation and appreciation for the environment and the production and consumption of local and responsibility sourced products. A predominately qualitative research methodology was conducted to collect the primary data, using the grounded theory approach at the KNBG, which was the study site. Qualitative data was obtained through observing visitors, and also in-depth interviews with visitors and the KNBG Management.
