• Sonja Lazarević University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Serbia
  • Tanja Stanišić University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Serbia
  • Raluca Andreea Ion The Bucharest University of Economic Studies, Department of Agro-food and Environmental Economics, Bucharest, Romania



slow tourism, slow food, Instagram, social media analysis


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.


Download data is not yet available.


Babou, I., & Philippe, C. (2009). Slow tourism, slow (r)évolution?. Cahier Espaces, 100(56), 48-54.

Boepple, L., & Thompson, J.K. (2016). A content analytic comparison of fitspiration and thinspiration websites. International Journal of Eating Disorders, 49(1), 98- 101.

Caffyn, A. (2012). Advocating and implementing slow tourism. Tourism Recreation Research, 37(1), 77-80.

Cittaslow International (2024), (March 23, 2024)

Conway, D., & Timms, B. F. (2012). Are slow travel and slow tourism misfits, compadres or different genres?. Tourism Recreation Research, 37(1), 71-76.

De Salvo, P., Mogollón, J. M. H., & Di Clemente, E. (2013). “Repellent” tourists versus “slow” tourists. European Journal of Tourism, Hospitality and Recreation, 4(2), 131-148

Dickinson, J. E., & Lumsdon, L. (2010). Slow travel and tourism. Earthscan Ltd, London

Dickinson, J. E., Lumsdon, L.M., & Robbins, D. (2010). Slow travel: issues for tourism and climate change. Journal of Sustainable Tourism, 19(3), 281-300.

Fatanti, M. N., & Suyadnya, I. W. (2015). Beyond user gaze: How Instagram creates tourism destination brand?. Procedia-Social and Behavioral Sciences, 211, 1089-1095.

Filipović, J., Šapić, S., & Dlačić, J. (2023). Social media and corporate image as determinants of global and local brands purchase: Moderating effects of consumer openness to foreign cultures. Hotel and Tourism Management, 11(1), 79–94.

Fullagar, S., Markwell, K., & Wilson, E. (2012). Starting slow: thinking through slow mobilities and experiences. In Fullagar, S., Markwell, K., & Wilson, E. (Eds.) Slow tourism: experiences and mobilities (pp. 15-26). Channel View Publications, United Kingdom

Georgica, G. (2015). The tourist’s perception about slow travel – a Romanian perspective. Procedia Economics and Finance, 23, 1596-1601.

Hall, C. M. (2006). Introduction: Culinary tourism and regional development: from slow food to slow tourism. Tourism Review International, 9(4), 1-4.

Heitmann, S., Robinson, P., & Povey, G. (2011). Slow food, slow cities and slow tourism. In Robinson, P., Heitmann, S., & Dieke, P. U. C. (Eds.) Research themes for tourism (pp. 114-127). CABI, Wallingford.

Jones, P., Shears, P., Hillier, D., Comfort, D., & Lowell, J. (2003). Return to traditional values? A case study of slow food. British Food Journal, 105(4-5), 297-304.

Le Busque, B., Mingoia, J., & Litchfield, C. (2021): Slow tourism on Instagram: an image content and geotag analysis. Tourism Recreation Research, 47(5-6).

Miele, M., & Murdoch, J. (2002). The practical aesthetics of traditional cuisines: Slow food in Tuscany. Sociologia Ruralis, 42(4), 312-328.

Moira, P. Mylonopoulos, D., & Kondoudaki, A. (2017). The аpplication of slow movement to tourism: is slow tourism a new paradigm?. Journal of Tourism and Leisure Studies, 2(2), 1-10.

Pécsek, B. (2014). Gyorsuló idő, lassuló turizmus: a lassú turizmus modellezése. Turizmus Bulletin, 16(1), 3-10.

Perano, M., Abbate, T., La Rocca, E. T., & Casali, G. L. (2019). Cittaslow & fastgrowing SMEs: Evidence from Europe. Land Use Policy, 82, 195-203.

Simonović, Z., Miletić, S., & Popović, V. (2019). Some features of development in the agricultural policy Western Balkan candidates for market access in the EU. Economics of Agriculture, 66(2), 541-557.

Slow Food (2024), (March 23, 2024)

Smith, S. P. (2021). Landscapes for “likes”: capitalizing on travel with Instagram. Social Semiotics, 31(4), 604-624.

Sofronijević, K., & Kocić, M. (2022). The determinants of the usefulness of online reviews in the tourist offer selection. Hotel and Tourism Management, 10(2), 25– 37.

Tiggemann, M., & Zaccardo, M. (2018). ‘Strong is the new skinny’: A content analysis of #fitspiration images on Instagram. Journal of Health Psychology, 23(8), 1003-1011.

Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27-36.




How to Cite

Lazarević, S., Stanišić, T., & Andreea Ion, R. . (2024). SLOW TOURISM AS A CONTEMPORARY TENDENCY IN THE TOURISM MARKET: IMAGE CONTENT AND GEOTAG ANALYSIS ON INSTAGRAM . Ekonomika Poljoprivrede, 71(2), 589–598.



Original scientific papers

Most read articles by the same author(s)

Similar Articles

You may also start an advanced similarity search for this article.