Profiling Slow Tourists and Implications for Marketing and Product Development

This study aims to identify the characteristics, behaviors, and preferences of slow tourism visitors to enhance marketing strategies. Slow tourism, emphasizing extended stays and deep engagement with destinations, is gaining popularity among travelers seeking authentic experiences. Data were collected using purposeful sampling from global slow tourism social media groups and supported by secondary studies and theoretical frameworks. The questionnaire explored various dimensions of slow tourism, including awareness, planning behaviors, travel habits, and post-trip evaluations. This study contributes to the academic literature by providing a deeper understanding of slow tourism, its core principles, and the demographics of slow tourists. It highlights the importance of flexibility, cultural immersion, and sustainable practices central to slow tourism. This understanding helps refine the theoretical framework around slow tourism and its differentiation from other travel types. On the practical level, marketers can use these insights to create targeted campaigns and design personalized marketing messages based on preferred information sources and travel seasons. Tourism businesses can develop products and services, such as flexible travel packages, eco-friendly accommodations, and cultural immersion experiences, to cater to slow tourists’ preferences. Highlighting these aspects can attract slow tourists looking for authentic and sustainable travel options.