Slow living and slow travel – opportunities to explore in Alentejo (Portugal)

Abstract

Purpose: This article presents an exploratory analysis of the evolution of the slow living and slow travel in the context of social change within the slow movement paradigm. Additionally, the article seeks to understand slow travel and slow tourism as new market segments for tourism business and to explore the potential of the Alentejo region (Portugal) as an attractive territory for this lifestyle. Methodology/Approach: Based on a preliminary study of a research project that is still in development and which began with an international co-creation project (DEMOLA), the conceptualisation process and exploratory work were based on: (i) bibliographical research and literature review; (ii) exploratory interviews with project´s partners and local tourism stakeholders; (iii) a workshop with an organisation representing the Slow movement in Portugal. Findings: The results indicate that Alentejo region has a distinctive set of resources that position it favourably in relation to the slow movement philosophy. Tourists seeking accommodation are motivated by a desire to find their balance and well-being. Similarly, customers are interested in experiencing local gastronomy, which is often associated with the concept of slow food. Research Limitation/implication: The results can help to better understand how to develop products, strategies and cooperation networks to promote the image of the Alentejo region as a slow living and slow travel destination in a context of sustainable development practices. Originality/Value of paper: The Alentejo region can be a start point for the development of slowness strategies based on stakeholders cooperation, contributing eventually for slow cities certification.