Resumen de Slow tourism on Instagram: an image content and geotag analysis
Brianna Le Busque, John Mingoia, Carla Litchfield
Slow tourism is a holistic tourism concept that promotes sustainability in all aspects of a traveller’sjourney. Slow tourism promotes positive outcomes for local communities such as stimulating localeconomies and minimising aversive environmental impacts; however, little is known about whatthe term‘slow tourism’means to tourists. The current study analysed 600 user generatedimages including the hashtag‘slowtourism’on Instagram to determine the locations andactivities associated with slow tourism on the social media platform. Images were coded forgeotag location and elements including landscapes, architecture, and transport. Resultsindicated most images were from Italy and France, and while some trends emerged such asimages commonly featuring natural landscapes and architecture, there was substantial varianceof content within these trends which suggests that people are associating a variety of types oftourism destinations and architecture with slow tourism. However other elements of slowtourism such as culinary experiences and transportation choices were evident less frequently.This research highlights how social media can be used to effectively investigate trends andfuture research opportunities within the tourism sector.
