Exploring Slow Tourism Marketing Strategies Based on Slow Movement Philosophy: Preliminary Insights from Rural Tourism Businesses’ Websites’ Communication

Abstract

This paper is based on ongoing research whose main objective is to explore tourism digital marketing strategies grounded in Slow Movement and Slow Tourism principles, focusing on rural accommodations entrepreneurs in Baixo Alentejo (Portugal). With a qualitative methodological approach, empirical research was initially based on a literature review. Also, it involved a systematic observation of accommodation businesses’ websites selected with a convenience sample from the Regional Registry Online Platform. The research involved content analysis considering a review sustained in slow tourism dimensions upon websites’ communication mission and values, presentation opening message, experiences, activities, and product offers. Research also included content analysis based on social media communication strategies (entrepreneurs’ commercial posts on Facebook).

Preliminary findings indicate that some rural accommodations have adopted slow tourism activities, providing relaxed and immersive experiences that connect tourists to nature and local culture. In particular, companies share messages that can be theoretically related to slow movement and offer sustainable and local experiences, gastronomy, and tranquillity combined with rural tourism activities (e.g., wine and olive production), allowing tourists to slow down and appreciate the beauty and resources of the region.