How slow is your message?: The effect on tourism communication in social media
DOI:
https://doi.org/10.17561/ree.n2.2024.8717Keywords:
tourism marketing, slow tourism, visit intention, attitude towards the post, consumer decelerationAbstract
The accelerated growth of tourism in recent decades has led to the massification of many destinations, generating a great deal of controversy about this massive form of tourism and its effects on society and/or the environment. In response, new trends are emerging, such as slow tourism, which are more concerned with sustainability, decelerating the speed of travel and connecting with the destination and with yourself. This study examines the extent to which the tourism orientation of a social media post influences consumer behaviour in terms of attitude towards the post and intention to visit. For this purpose, a one-factor experimental design, the tourism orientation of the message (slow versus mass), is carried out. The results show that the message with a slow orientation generates a higher visit intention than the message with a mass orientation. In addition, the attitude towards the post mediates this relationship. This study offers important implications by highlighting how the inclusion of slow features in a tourism message on social media improves the attitude towards the post and contributes to generate a higher visit intention.
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