SLOW TOURISM AS A CONTEMPORARY TENDENCY IN THE TOURISM MARKET: IMAGE CONTENT AND GEOTAG ANALYSIS ON INSTAGRAM

Sonja Lazarević; Tanja Stanišić; Raluca  Andreea Ion

doi:10.59267/ekoPolj2402589L

Authors

Sonja Lazarević University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Serbia https://orcid.org/0000-0001-9913-4495
Tanja Stanišić University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Serbia https://orcid.org/0000-0001-5809-794X
Raluca Andreea Ion The Bucharest University of Economic Studies, Department of Agro-food and Environmental Economics, Bucharest, Romania https://orcid.org/0000-0001-7182-5809

DOI:

https://doi.org/10.59267/ekoPolj2402589L

Keywords:

slow tourism, slow food, Instagram, social media analysis

Abstract

Although it originated from the Slow Food and Cittaslow movements, slow tourism has spread to many spheres of tourism. The purpose of the paper is to investigate what people associate with slow tourism, and how and where they engage in slow tourism. Social media content analysis on Instagram, using hashtag #slowtourism, was performed in the research. The general conclusion is that people mostly associate slow tourism with different forms of architecture and landscape, and to lesser extent with transport and food. Also, there was significant content variation within the architecture and landscape categories, suggesting that people associate different types of architecture and tourism destinations with slow tourism. When it comes to location, the majority of photos were taken in Italy, which is not surprising, considering that Slow Food and Cittaslow movements originated in this country.

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