VOLUME 2 ISSUE 2

Journal of

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Tourism and
Leisure Studies

__________________________________________________________________________

The Application of Slow Movement to Tourism

Is Slow Tourism a New Paradigm?
POLYXENI MOIRA, DIMITRIOS MYLONOPOULOS, AND EKATERINI KONDOUDAKI

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 The Application of Slow Movement to Tourism:
Is Slow Tourism a New Paradigm?
Polyxeni Moira,1 Piraeus University of Applied Sciences, Greece
Dimitrios Mylonopoulos, Piraeus University of Applied Sciences, Greece
Ekaterini Kondoudaki, Greek Ministry of Tourism, Greece

Abstract: Tourism as a leisure activity is clearly the dominant form of recreation in the twenty-first century. For years,
mass tourism was the main form of tourism; however, although academics broadly use the term “mass tourism,” there is
no universally accepted definition for it. Interestingly, there are not many writings that refer to the concept of mass
tourism; in existing texts, it is common for authors to use the phrase “mass tourism” without defining it. Moreover, many
authors prefer to refer to other writers than to define “mass tourism” in their own words. The lack of a commonly
accepted definition for mass tourism is likely because the nature of tourism is multifaceted and, as an activity, is
approached from different scientific fields. But the absence of a conceptual determination for mass tourism creates
methodological problems, particularly when referring to its new and opposite trend—namely, the alternative forms of
tourism. In recent years, significant changes in tourism demand have been recorded. The tourist choices, particularly
from “mature” countries of origin, seem to have changed radically. Although some tourists, especially those derived
from new markets (Russia, China, etc.), continue to follow the mass standards, many of the so-called “mature and
experienced” markets seek to experience something totally different. Thus, mass tourism gradually gives way to the
independent or selective tourism and, by extension, to the alternative forms of tourism. What is known in English as
“slow tourism” is one of the new trends in contemporary tourism. This trend emerged from the wider trend of the so-
called “Slow Movement.” By extension, slow tourism contrasts with the hitherto prevailing trend of mass tourism or fast
tourism. An intense dialogue has developed over the difficulties to define and accept a concrete concept for “slow

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tourism.” This article is an effort to define and clarify the different meanings and aspects of “mass tourism” and “slow
tourism” by conducting a literature review and, finally, concluding that slow tourism seems to be “authentic tourism.”

Keywords: Mass Tourism, Slow Tourism, Authentic Tourism

Introduction: Tourism and Massiveness

T ourism is, without doubt, the dominant form of leisure in the twenty-first century. In 2014,
according to data from the World Travel and Tourism Council (WTTC), travel and
tourism directly created 105,408,000 jobs (3.6 percent of all jobs) and helped create
276,845,000 jobs (9.4 percent of all jobs) in total (2015, 1). In Europe alone, there are roughly
40,000 travel agencies. In the service sector, tourism is the most important business activity, both
in terms of number of employees and for its significant effects on the economic, social, cultural,
and environmental fields (Fayos-Solá 1996; Holjevac 2003).
For years, mass tourism was the dominant form of tourism (Daye 2006, 471). Although
academia broadly uses the term “mass tourism,” however, there is no universally accepted
definition for it. Interestingly, there are not many publications that refer to the concept of mass
tourism. In existing texts, it is common for authors to use the term “mass tourism” without
defining it (Miller and Auyong 1998, 13). Moreover, many authors prefer to refer to other writers
than to define “mass tourism” in their own words (Vainikka 2013, 270). The term “mass” is often
determined by the activities of 3S (Sea, Sun, Sand), referring to “mature tourism” or “package
tourism” (Kozak 2001; Alegre and Cladera 2006; Alegre and Garau 2010; Andrews 2011).
According to the BBC (2015), the term “mass tourism” refers to a large number of people
visiting a place at the same time. Krippendorf, in his book The Holiday Makers, refers to the
mass movement of people traveling in all directions in order to rest or to restore their physical
and mental health, without giving a concrete definition of the concept of “mass tourism.” He also
1
Corresponding Author: Polyxeni Moira, Thivon 250, Egaleo 122 41, Department of Business and Administration:
Tourism and Hospitality Management Division, Piraeus University of Applied Sciences, Athens, Greece. email:
polmoira@puas.gr

Journal of Tourism and Leisure Studies

Volume 2, Issue 2, 2017, www.tourismandleisurestudies.com
© Common Ground Research Networks, Polyxeni Moira, Dimitrios Mylonopoulos,
Ekaterini Kondoudaki, Some Rights Reserved, (CC BY-NC-ND 4.0).
Permissions: support@cgnetworks.org
ISSN: 2470-9336 (Print), ISSN: 2470-9344 (Online)
JOURNAL OF TOURISM AND LEISURE STUDIES

vividly describes how the tourists, during their trip, “consume” the climate, natural environment,
location, culture, and people of the host sites (1987, xiv–xvi). The World Tourism Organization
(WTO) does not propose any relevant definition, nor does the WTTC. The lack of a commonly
accepted definition for mass tourism is likely due to the fact that the nature of tourism is
multifaceted and, as an activity, is approached from different scientific fields (Miller and Auyong
1998, 11). The absence of a conceptual determination for mass tourism creates methodological
problems, particularly when referring to alternative forms of tourism (religious tourism,
agritourism, ecotourism, industrial heritage tourism, gastronomy tourism, wine tourism, etc.).2
Mass tourism emerged due to the widespread use of the aircraft as a means of transport,
especially the charter flight, which made passenger transport a massive activity. Mass transfer in
a short time generated the need for massive stay and then for massive food and beverage services
and massive tour guiding. Thus, the whole complex of tourist activities, from the country of
origin to the tourism destination, has been characterized by the element of massiveness. Within
this framework, mass tourism has been associated with the wide availability of ready-economy-
tourism packages that include transportation and accommodation and are available from major
travel agencies for numerous consumer groups.
It is indicative that a study of the International Ecotourism Society (TIES) points out that
mass tourism “is defined as the type of tourism that cumulatively fulfills the following criteria: it
is addressed to the general tourist public, formed and processed in an organized way by tourist
operators and businesses, and associated with the dominant tourism forms of each period of

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reference” (TIES 2006, 4). The effects of mass tourism on host destinations are often referred to
as negative—mass tourism is linked to lack of planning and large-scale infrastructure, inefficient
environmental cost management, land conflicts, price increases, excessive power of the tour
operators, and more. Tourism massiveness threatens the carrying capacity of destinations and
exerts significant pressure on their natural, social, and cultural environment. The seasonality of
tourist demand and the commercialization of the tourist experience make the situation worse
(Μοίρα 2016).

Alternative Forms of Tourism

In recent years, significant changes in tourism demand have been recorded; tourist choices,
particularly from “mature” countries of origin, seem to have changed radically. Although some
tourists, especially those derived from new markets (Russian, Chinese, etc.), continue to follow
the mass standards, many of the so-called “mature and experienced” markets seek to experience
something totally different. Thus, mass tourism gradually gives way to independent or selective
tourism and, by extension, to alternative forms of tourism. Contemporary tourists, who are
traveling frequently, are more experienced and search for more quality tourism experiences than
in the past. They are independent and are looking for new and valuable experiences from new
types of tourism, from special products and from new destinations (Suontausta and Tyni 2005,
57).
Alternative forms of tourism are “new products”—they are diverse in nature and demand
and are based on well-developed specialized infrastructure and services for tourists. The
specificity of alternative forms of tourism is due to the particular characteristics of both tourism
supply and demand. Additionally, the different motivations of travelers are of particular

2
It should be noted that the Joint Ministerial Decision 67659/2013, “Approval of the Amendment of the Special
Framework for Spatial Planning and Sustainable Development for Tourism and Environmental Impact Study of This
Strategy,” provides some important definitions that will contribute to its smooth implementation. In particular, the said
strategy identifies a concrete spatial planning of land used for tourism purposes, providing for its sustainable
development; the aim is to influence in a sustainable way the distribution of people and tourism activities in spaces of
various scales. As far as “mass tourism” is concerned, it is defined as the type of tourism that cumulatively fulfills the
following criteria: it is addressed to the general tourist public, formed and processed in an organized way by tourist
operators and businesses, and associated with the dominant tourism forms of each period of reference.
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 MOIRA ET AL.: THE APPLICATION OF SLOW MOVEMENT TO TOURISM

importance, and they refer both to the way of organizing the package tour or holidays and the
individual activities required at the host destination (Κοκκώσης κ.ά. 2011, 32).
The alternative way of traveling is an antidote to mass tourism. Alternative tourism means a
more autonomous, small-scale, and non-mass way of organizing trips or holidays. This includes
more freedom and participation of tourists or customers; respect for the local communities and
their particular social and cultural characteristics; real communication between tourists and
locals; and substantial acquaintance with the local society, culture, and environment of the host
destinations.

Slow Tourism
“Slow tourism” is one of the new trends in contemporary tourism. This trend emerged from the
wider trend of the so-called “Slow Movement,” which is characterized by the philosophy of
“slow food” (Hall 2006) and the general philosophy of the “slow city” that is known as
“Cittaslow” (Nilsson et al., 2011). The philosophy of the slow city was born in 1999 and is
attributed to Paolo Saturnini, who was mayor of the town of Greve in Chianti, Tuscany
(Cittaslow International 2015).
The pressure of time on people was a field of interest for the ancient Greeks, who considered
leisure time to be the basis of culture and virtue. According to Greek mythology, the god Saturn,
who was the god of time, ate his children, and the god Zeus was the only one who escaped. In

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modern times, we could say, “Time is Saturn eating his children.” Time devours everything, but
life (Jupiter or Zeus) survives (Berens [1894] 2007).3 Aristotle states that the proper use of time
for recreation and enjoyment is a prerequisite for all human activities (Fullagar, Markwell, and
Wilson 2012, 14). According to the Aristotelian conception, the essential quality of humans lies
in the appropriation of one’s time. Aristotle said, “Today, most people are interested in . . . music
just for pleasure, but the ancients had made it integral component of education because nature
requires for people not only to act properly but also be lazy in the right way” (Αριστοτέλης
2005–2009).
It could be said that Krippendorf grasped the concept of slow tourism very early on, since he
described the slow journey in every detail. In The Holiday Makers, he advises us, “Throw out the
clock. Get rid of the pressure of time, deadlines, schedules…. Learn to observe than just look and
see everything at a fast pace.… Break the barriers of communication…. Use the holidays and
trips to meet other people, explore and learn” (Krippendorf 1987, 131).
The pressures of the contemporary socio-economic environment, stress, lack of time, the
speed of the rhythm of modern life, and the lack of communication and real contact in human
relationships are the main topics of interest for the slow movement. Since nowadays the person is
unable to meet all of his or her family, social, economic and professional obligations, he or she
often feels frustrated. The slow movement responds to the need to reply to essential existential
questions; the need to reconnect with people, family, community, and friends; the need to
communicate, rediscover places, food, and drink; and finally, the need to live a meaningful life.
By extension, slow tourism has emerged as a new trend that contrasts with the hitherto prevailing
trend of mass tourism, or fast tourism.
An intense dialogue has developed over the difficulty of defining and accepting a concrete
concept for slow tourism. Hence, problems arise in the listing and categorization of slow tourism
(Burns and Bibbings 2009; Coles and Hall 2006; Gössling 2009; Hall 2009; Hall 2010; Higgins-
Desbiolles 2010; Holden 2007; Matos 2004; Warren 2007). Moreover, it is difficult to clearly
identify the tourist market segment to which this form of tourism is addressed and thus to
elaborate a model for its development.

3
It is indicative that Saturn is often depicted as an elderly man leaning on a scythe and holding an hourglass, which
symbolizes the minutes that pass and flow incessantly. The scythe symbolizes time, which reaps everything in its path
(Berens [1894] 2007).
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JOURNAL OF TOURISM AND LEISURE STUDIES

Slowness is at the core of the slow tourism activities (Heitmann, Robinson, and Povey 2011,
114–22). The slow tourism must fulfill two fundamental principles, namely “doing things in the
right speed” (Dickinson, Lumsdon, and Robbins 2010a, 282) and real connection to the place.
“Doing things in the right speed” involves trying to change our daily habits and particularly
change the way we manage our time, our attitude toward speed. Slow travel is linked to a
different approach of understanding the natural environment. The environment is not conceived
simply as a “picture” but is perceived with all five senses. The “real connection to the place”
means developing effective communication and participating in the daily life of the residents of a
place by being connected in a deeper way to the local culture and its uniqueness.
In addition, slow tourism is related to ecology and sustainable development. According to
Matos (2004), sustainable development (economic, social-cultural, and environmental) is
considered to be an important pillar of the slow tourism philosophy. Dickinson and Lumsdon
extend the concept of slow travel to air and road travel, whereby people travel to various
destinations slower and by land, remaining there for more time (2010, 1). Dickinson, Lumsdon,
and Robbins (2010a) identified three basic pillars of the slow trip. The first pillar is to do things
at the right speed; the second is to change one’s behavior in terms of speed; and the third relates
to the pursuit of quality over quantity. Many cities’ associations and other professionals
supporting slow tourism have gone even further, arguing that slow travelers should avoid the use
of their private cars and airplanes as a means of transport in order to reduce their ecological
footprint (Slow Tourism Project 2016; Gardner and Kries 2016; Slow Tourism Italia 2016; ENPI

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CBCMED 2016; Cittaslow International 2015).
Babou and Callot (2009) argue that slow tourism refers to the slowdown of the rhythm of
tourist travel and a rediscovery of ourselves (natural and psychological). It involves not only the
low carbon footprint, but also patience, peace of mind, enjoyment of deeper experiences,
improvement of understanding, and acquaintance with the culture of the host country.
Nistoreanu, Dorobanţu, and Ţuclea (2011) point out that the components of the slow travel are
staying at one place in rented accommodation for at least a week and visiting nearby areas to get
to know all the local attractions.
According to the literature, approaches to slow tourism can be divided into four categories.

a) The value of time during the trip (Honoré 2004; Woehler 2004, 90; Andrews 2006;
Peeters 2007; Babou and Callot 2009)
b) The locality and activities in the destination (Woehler 2004; Matos 2004; Nilsson et
al. 2007)
c) The means of transport and the travel experience (Dann 1994; Elsrud 1998;
Lumsdon 2000; Halsall 2001; Lumsdon and Page 2004; Speakman 2005, 134;
Schiefelbusch et al. 2007; Jain and Lyons 2007; Ceron and Dubois 2007; Barr et al.
2010)
d) The environmental awareness (Mintel 2009; Dickinson, Lumsdon, and Robins
2010b; Dolnicar, Crouch, and Long 2008)

Slow Tourism as an “Antidote” to Mass Tourism

Mass or “fast” tourism involves visiting popular and commercialized destinations within the
limits of time pressure created by increased demand. Because of this, it more often results in
impersonal communication with residents, a sort of “consumption” of the place, and lack of
enjoyment of the visited destination. Mass tourism does not provide the traveler with the
possibility of really “seeing” the place, enjoying the destination, coming in contact with the
residents, being initiated in the local gastronomy, or understanding the culture. Quick images;
superficial experiences and fleeting impressions; blurry memories; the stress of seeing as many
sights as possible; continuous clock-looking; and incessant communication with friends, family,
and colleagues at home are some of the most characteristics of mass tourism.

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 MOIRA ET AL.: THE APPLICATION OF SLOW MOVEMENT TO TOURISM

The “antidote” to mass tourism is slow tourism. In this light, a feverishly organized trip “to
see as much as possible” is replaced by a slow journey of pleasure and relaxation—the real
holiday. One of the key elements of slow tourism is the possibility for the traveler to become an
active member of the local community and connect with the place and its people, creating
stronger memories of the journey and the destination. Moreover, slow tourism involves
connection with the local culture; thus, travelers who practice slow tourism remain at their
chosen destination for the amount of time necessary to feel and participate in the daily life of the
local community. They also prefer to stay in accommodations that operate with respect to the
physical and social environment—they refuse to stay in hotel complexes, all-inclusive hotels, etc.
They generally prefer to enjoy small-scale or personalized services and taste local products. They
are also more independent travelers and have flexibility in their choices, as they are trying to
experience an authentic dimension of the local culture.

Table 1: Comparing Mass Tourism to Slow Tourism

Mass Tourism Slow Tourism
Quick movement Slow movement
The airplane is the dominant means of transport, Use of alternative means of transport, mainly
mainly charter flights train or bus
Transportation with high carbon dioxide Transportation with low carbon dioxide
emissions emissions
Speed Slow pace

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The trip coincides with the movement
Visit to numerous tourist attractions
Quantifying the visiting areas
Passive tourist
Standardized experiences
Standardized food services (catering style)
Impersonal acquaintance and low contact with
the place and its residents
Accommodation in commercialized resorts or
hotel complexes
Group options, lack of flexibility
Hostage – omnipresence of the communication
technologies during holidays
Continuous contact with the workplace
Source: Moira, Mylonopoulos, and Kondoudaki 2017
The movement is part of the journey
Perceive to local character of the place
Qualifying the tourist experience –
maximizing the enjoyment of the destination
Active tourist
Authentic experiences
Local and traditional type of diet
Substantial contact and real communication
with the destination and its residents
Accommodation in small accommodation units
Individual options, flexibility
Getting rid of the communication technologies
during holidays
No contact with the workplace

Slow tourism is in line with the true meaning of holidays. Slow tourists travel individually or
in small groups and use environmentally friendly transport. As Gardner (2009, n.p.) stated: “the
journey is part of the pleasure and…the destination should be stronger experienced by visiting
local markets and slowing down in order to enjoy and to get a feel for the language and dialect.
Besides, slow traveler should also get in touch with the local community and behave in the same
way and searching for opportunities to give something back to them.” Within the spirit of this
type of holiday, slow tourists visit cultural and religious monuments of the area (cultural tourism
or religious tourism), taste local delicacies, and are informed about their history and
manufacturing techniques (gastronomic tourism). They try local wines and drinks (wine tourism),
visit farms, are informed or involved in agricultural activities (agritourism), and visit local
production units (industrial tourism). They also make trips to nature (ecotourism), hiking, biking,
and rafting in the lakes and rivers (nature tourism) of the destination.

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JOURNAL OF TOURISM AND LEISURE STUDIES

In this respect, slow tourism could be an “umbrella” term, a concept that encompasses the
alternative forms of tourism.

SLOW
TOURISM

Agrotourism
Ecotourism
Gastronomic tourism
Oenotourism [winetourism]
Industrial heritage tourism
Fishing tourism
Nature tourism
Religious-cultural tourism
etc.

Figure 1: Slow Tourism Encompasses the Alternative Forms of Tourism

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Source: Moira, Mylonopoulos, and Kondoudaki 2017

Conclusion
All in all, it could be said that slow tourism is not actually a new tourism trend, since it describes
what should be, by nature, tourism as an activity. According to the WTO (1980), the Manila
Declaration on World Tourism asserts that holidays and tourism and the freedom to travel are
natural consequences of the right to work and are recognized as aspects of human fulfillment.
Tourism and vacations are rewards for human labor, as a respite; a way of rest, relaxation, and
rejuvenation; as a way to recover forces. Furthermore, tourism involves communication and
contact with other people, a contact largely missing in the rapidly increasing post-modern pace of
life.
The speed of mass tourism, the way of traveling and the means of transport, the noise, and
the massiveness itself negate the basic and normal needs of rest and relaxation—humans need to
rest and relax through tourism in order to return to everyday life refreshed. Mass tourism does
not promote deep communication and contact with local people; the commercialization of culture
can undermine the soul of a tourist destination. Mass tourism causes pressure on the human,
natural, and cultural environment. It is linked to the development of major infrastructure and
superstructure, having a high ecological footprint.
Slow tourism is a response to these negative aspects of mass tourism, giving real substance
and content to the concept of tourism. Slow tourism valorizes the authenticity of the experience
at the destination. This is opposed to the contrived experience to which mass tourism is linked,
which negates the essential meaning and nature of tourism and makes the destination a
standardized product for mass consumption.

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JOURNAL OF TOURISM AND LEISURE STUDIES

ABOUT THE AUTHORS

Dr. Polyxeni Moira: Professor, Department of Business and Administration: Tourism and
Hospitality Management Division, Piraeus University of Applied Sciences, Athens, Greece

Dr. Dimitrios Mylonopoulos: Professor, Department of Business and Administration: Tourism

and Hospitality Management Division, Piraeus University of Applied Sciences, Athens, Greece

Dr. Ekaterini Kondoudaki: Executive Member, Department of International and European

Affairs, Greek Ministry of Tourism, Greece

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10
The Journal of Tourism and Leisure Studies provides
an international
a forumand
for interdisciplinary forum for scholarly

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provides wide-ranging and interdisciplinary
studies in tourism
examination andincluding:
of sport, leisure studies. Articles
the history, may be
sociology
focused within disciplinary boundaries, however, many
also take an interdisciplinary approach, at times
necessarily so given the complex and expansive nature
of the questions raised.

The Journal of Tourism and Leisure Studies

is a peer-reviewed, scholarly journal.

ISSN 2470-9336