SLOW TOURISM SEMINAR. Stefano Dall'Aglio. ECONSTAT Strategies for the Travel Industry

Transcription

1 SLOW TOURISM SEMINAR Stefano Dall'Aglio ECONSTAT Strategies for the Travel Industry Bled, (SLO) November 2011

2 2 Contents 1. What is Slow? 2. The concept of Experience 3. Slow in tourism 4. The profile of Slow tourist 5. The CASTLE model: some guidelines 6. Best practices of Slow Tourism The reproduction is prohibited without the permission of the author. Using this material, even partially, the author and the programme which financed its realization must be cited "SLOW TOURISM Project. European cross-border Programme Italia-Slovenia "

3 1. WHAT IS SLOW? Slow compared to what?

4 The concept of time In ancient cultures and philosophies time is cyclic: - It is the slow wheel of rebirth and renovation of nature - Sense of return, not loss anxiety In Western societies time is linear: - It Proceeds one-way - If you do not use it, you miss it

5 5 Time: a scarce resource It is a concept derived from industrial revolution - It is the measure of exchange of labor - Quantitative dimension - Productivity Soon become the main concept of social and invidual life of modern society - Being finite, it is the very scarce resource A world obsessed by: - Quantity more choices - Speed make more in less time

6 Speed vs.slowness Speed is based on a quantitative way of life: - "Fast is better than slow" - "To have more choices is better than few. Thousands is optimal" Speed: - Is funny - Is easy - Is dynamic - Is "sexy" - Distraction from the very important questions and issues Cultural taboo against slowness - "Slow" = lazy, slacker, stupid - Someone who gives up - Someone who is behind the others; - Slowing down = being excluded - Slowing down is not necessarily pleasant

7 7 Which is the mainstream? Spot Mercedes Benz C63 Encourage this irresponsible use of the car makes me pretty sick. Watch it at: Some Comments from webblogs: Perfectly fitted. To prefer a race car to a trip to Venice perfectly represents the low cultural level of the client whom this car is thought for.

8 Criticisms start the Green Way Early '70s: first "strong" signals against speed culture and its consequences: - Consumism - Growing anxiety - Social differentials - Denied rights - Enviromental deterioration lentius, profundius, suavius (slower, deeper, sweeter) instead of "citius, altius, fortius (faster, higher, stronger) Alexander Langer, 1994 co-founder of Italian Green Party first President the Green Group in the European Parliament. There is more to life than increasing its speed. Gandhi Stop the world!! I want to get off!! Mafalda, Quino, 70's When I'm ridin' round the world and I'm doin' this and I'm signing that and I'm tryin' to make some girl I can't get NO SATISFACTION The Rolling Stones, 1965

9 The sweet traveller... We must learn to cross: from many to few kilowatt-hours from a super-power artificial nutrition to one more equitable and more compatible with ecological and social balance from supersonic speed to more human and less energy consuming timing and rhythms from too much heat and polluting waste to a cycle more harmoniously with nature from the search of exceeding limits to a new respect for them from a civilization of artificial things to a rediscovery of simplicity and frugality. Il viaggiatore leggero, Scritti , Alexander Langer, Sellerio editore, 2011

10 10 The tensions towards Quality of Life The degree of slowness is directionally proportional to the intensity of memory. The degree of speed is directionally proportional to the intensity of forgetting. Milan Kundera, The Book of Laughter and Forgetting "1995 Quality has become more important as response to: - Deterioration of environmental conditions (traffic, pollution, etc.) - Massification - Artificialization - Globalization In times of an uncertain future, growth and prosperity are no longer the main goals. There has been a change in values among people. The goal of maximizing money has been replaced by increasing one s quality of life. H.W. Opaschowski (Director Stiftung für Zukunftsfragen ), 2009

11 11 The Society for Deceleration of Time (Austria)

12 12 In search of wellbeing The key is the level of satisfaction and wellbeing which each person is able to generate for himself - If this is high, everything is done better - Slowing down in the right moments, is possible: to eat better, to work better, to learn better,.. to live better - Motivation increases work productivity more than money

13 13 More satisfaction from few choices Also too many choices have some contraddictions Barry Schwartz (1946) is an American psichologist Professor of Socal Theory and Social Action In 2004 he published the book "The paradox of choice: why More is Less" The general thesis of the book is that more choices do not necessarily mean better opportunities or more satisfaction for customers. Watch his speech at (subtitles available in different languages):

14 14 Marketing questions In a context of over-exceeding supply, offer Less (in a more specialized way) could be more effective than offer More (in a generalistic way)? - Focus/Specialization vs. Generic

15 15 A "new" Way of Life Living Slowly - Stop meaning to loose time, but... - More awareness - A better relationship with oneself and the others - A deeper experience - "Slow" becomes a positive mood/approach "Slow" does not only mean doing things in more time, but taking time to reflect on what one is doing and willing to do

16 Slow Movement From here the International Slow Movement takes life Goals: - Take the right tempo - Reacting against speed and perpetual hurry - Reduce choices - Enjoying life s pleasures - Increase quality of life - Spread out the philosophy of positive slowing down - At the limit: Happy Decrease the correlation between economic growth and prosperity is not necessarily positive Criticism of GDP as the only quantitative index of prosperity

17 17 Slow Planet Carl Honore: In Praise of Slowness: How a Worldwide Movement is Challenging the Cult of Speed (HarperCollins, 2004)

18 18 Slowness in Action Slowing the pace natural time Conscious consumption Focusing on the essentials Reducing the ecological footprint Avoid waste and loss Savings and demand reduction Focus energy on what is important and useful Self-production Recovery of the lost "know how" Govern the time, the environment, the activities, the relationships, the quality of the results Develop relationships with the others Develop exchange that do not necessarily pass through the market

19 19 By exploring the "margins" of slowness, you encounter those pockets of supposedly "minor" culture that are alive in the memories of old people, typical of civilizations that have not yet become frantic traditions that guide the vital work of good, clean, and fair producers and that are handed down after centuries of empiricism and practical skill Júlio Mendes, University of Algarve

20 Slow Food Started in Italy in 1989, now spread all over the world: - more than 100,000 members in 150 countries - 1,300 "condotte", the local branches A network of 2,000 communities - practice a small-scale, sustainable, quality food production The Slow Food philosophy: - "The defense of quiet material pleasure and slow against the universal folly of Fast Life" Principles: - GOOD a fresh and flavorsome seasonal diet that satisfies the senses and is part of our local culture; - CLEAN food production and consumption that does not harm the environment, animal welfare or our health; - FAIR accessible prices for consumers and fair conditions and pay for small-scale producers. The boom in organic farming and the rebirth of local markets is a fallout of this philosophy

21 Slow Cities Born in 1999 in Italy, now spread throughout the world - Over 150 cities in over 20 countries around the world The goal is to broaden the philosophy of Slow Food - to the local community - to the government of the city, applying the concepts of eco-gastronomy to the practice of everyday life Principles: 1. Implement an environmental policy 2. Implement a coherent infrastructural policy 3. Promote the use of technologies 4. Encourage the production and use of foodstuffs 5. Safeguard autocthonous production 6. Promote the quality of hospitality 7. Promote awareness among all citizens

22 Slow school.. In advising you to think about slowing down and limiting your structured activities, I do not mean to discourage you from high achievement, indeed from the pursuit of extraordinary excellence, in your chosen path. But you are more likely to sustain the intense effort needed to accomplish first-rate work in one area if you allow yourself some leisure time, some recreation, some time for solitude, rather than packing your schedule with so many activities that you have no time to think about why you are doing what you are doing... The full text at:

23 Slow Medicine Traditional medicine is setting new paradigms that refer to the Slow Food philosophy Increasing turning to alternative and complementary medicine using lighter and more holistic healing techniques Homeopathy, Acupuncture, Massage, Relaxation, etc. Slow Medicine Manifesto: Simple: More does not mean better Respectful: Values, expectations and needs of people are different and inviolable Right: Appropriate and quality cures for everybody Sophrologie (developed in the '60s): - SOS = serenity, harmony - PHREN = spirit, consciousness - LOGOS = science, study - The science of the harmony of the consciousness and the values of existence. - In medicine: to reduce the Medicine and Drug Abuse.

24 24 Slow Marketing Pete Blackshaw, executive VP of Nielsen Online Digital Strategic Services June Principles: 1. Put the consumer first 2. Back to the listening backyard 3. Conversational sustainability 4. Build brand credibility 5. Create the hub first 6. Pick your battles

25 Slow Sex The San Francisco Weekly Wikipedia (The Slow-sex movement) encourages greater emotional awareness, connected relationships, sense of fulfillment and intensity of focus

26 26 Slow Living&Traveling Every week in the Travel section of "La Repubblica" - Carlo Petrini (founder of Slow Food)

27 27 Slow Hotel: A pavillion at the Fair of Interiors Meeting with experts of: - Feng Shui - Sophrologie - Colour-Therapy

28 28 Advice Sections in Women Magazines The 10 rules: Do less Be present Log out Focus on people Appreciate the nature Eating slowly Drive slowly Find pleasure in doing nothing Be Single-tasking Breathe

29 Slow Movement It would represent the reference website of Slow Movement - Sections: travels. Food, cities, school, books, money Bt it seems not active since some years

30 Slowear (a case of "slowashing"?)

31 2. THE CONCEPT OF EXPERIENCE More involved, more happy

32 The evolution of values and the hierarchy of needs EXPERIENCE SERVICES PRODUCTS COMMODITIES DREAM SOCIETY SELF-ACTUALISATION ESTEEM AFFILIATION SAFENESS PHYSIOLOGIC Intangibles Tangibles Pine & Gilmore, The Experience Economy, 1998 A.Maslow, Motivation and Personality, 1954

33 33 The Experience Economy In this advanced phase of development the product is the experience (feelings, sensations) The new goal of enterprises: - Create the conditions for creating memorable moments and triggering emotions for their guests - The new value added is the "transformation value" of the experience i.e. the capacity of produce a change in the guest's feeling, able to let him/her go different from how he/she was previously This concept has largely influenced tourim industry in the last decade

34 Need for staging? The construction of the experience need a re-organization of the "playground" - Passive tourist limited need for "representation" - Active/involved tourist Increasing role of elements and organized process for triggering the involvement of guests

35 35 Managing the Customer Experience Guests Satisfied Loyal Passionate from CRM (Customer Relationship Management) - Focused on product,prices, internal processes to CEM (Customer Experience Management) - Focused on dreams, needs and expectations of guests Designed and control of the experience

36 Staged experiences An increasing number of attractions use Experience Design (both HW/SW): - Theme parks - Design hotels - Restaurants (spaces and dishes) - Entertaiments New competences are required: - psicology, cognitive sciences, theatre, environment, information science, etnography, land architecture, storytelling, service design, etc., etc.

37 Fattori che influiscono sull esperienza Ricordi Orari di apertura Servizi ristorativi Prezzi Shopping Esposizione Personale di servizio Toilette Illuminazione Code Igiene Rumori Parcheggi Guide Location Storytelling Affollamento Informazione Temperatura Sicurezza Comfort Accessibilità Atmosfera

38 An Overnight Basic Customer Needs Evoluted Premium In the different situations, Value-for-money is unchanged for the client Room in a branded hotel Theme room in a design hotel experience Price Standard room in a family-run hotel service Market Pension/ Formule 1 commodity product Undifferentiated Competitive Position Differentiated

39 39 A brand of the Experience Economy Our Mission WE FULFILL DREAMS THROUGH THE EXPERIENCES OF MOTORCYCLING It takes more than just building and selling motorcycles to fulfill the dreams of our customers. It takes unforgettable experiences. The secret to our enduring brand and the passion it ignites in our riders, it s that we deliver experiences, rather than merely a collection of products and services. And we re dedicated to creating experiences and developing relationships with all of our stakeholders customers, employees, investors, suppliers, governments and society. That s what sets Harley-Davidson apart from the crowd and why our brand strength is legendary. Our Values TELL THE TRUTH. BE FAIR. KEEP YOUR PROMISES. RESPECT THE INDIVIDUAL. ENCOURAGE INTELLECTUAL CURIOSITY. These are our values. They are the heart of how we run our business. They guide our actions and serve as the framework for the decisions. The company fosters these values by actively communicating their importance and encouraging employee involvement and development. We believe that our business will be most successful if we tap the contributions of each of our people. Employees are the engine of our performance and the foundation of the Company s success.

40 Demand for experience - Follow passions, hobbies, specific interests - Learn unusual know-hows - Find the self - Help the others, the environment - Do things out of the ordinary INTANGIBLE VALUES

41 New skills are required Work on quality Add value and uniqness Create & tell stories Control and plan the stage Transfer competencies Manage the destination + New professional skills Staging the experience in the destination

42 A new generation of tourism products experiences Total involvement Theme Itineraries/ Theme packages Traditional tour City break services

43 B. The Amish Experience Destination Dutch Country: dining, working and living with the fascinating Amish community Offered by a Local tour operator Duration : 5 days except on Sunday Authentic experience Free choice in the activities to join Multi-level individual involvment

44 B. Peru: textile experience Special programs that combines: sharing with Quechua community learning their life-style learning their textile techniques, using natural dyes according to ancestral family traditions Duration: 4 days Offered by a local Tour Operator

45 Guests want to feel like locals (at least temporarily) da Josiah Mackenzie, BTO 2010

46 46 Like a local Travel guides and iphone apps in 38 European cities with updated advices by local "spotters" (writers) Sales of excursions and local activities

47 47 Concierge Approach Engaging and helping guests (potential and actual) To become the best guide to the city/area - each guest before arrival about their plans - Assemble a customized list of suggestions - Build custom itineraries for each guest - Real time "mobile" help to the guests in the area Based on "The Concierge Approach to Content Marketing", Josiah Mackenzie,

48 48 Concierge Approach Brainstorm with the concierge - What were the most common questions you were asked by guests? Some guest-centered destination topics: How to Move Like a Local How to Save on Popular Area Attractions and Activities Unexpected Places to Experience the area's Unique Culture Where s the Wi-Fi? (Guide to Free Internet Accesses) Apps concerning the Area Why Visitors Love the Area (interviews/letters from the guests) Sitting Down with the Owner of [City s] Popular [Restaurant/Spa/Club/Destination] Things You Can t Find Anywhere Outside of the Area Based on "The Concierge Approach to Content Marketing", Josiah Mackenzie,

49 Marketing questions What does it mean use Experience Design in traditional destinations? Increasing guest involvement vs. Loosing authenticity

50 50 Two macro-concepts with much in common SLOW EXPERIENCE Quality Committment Autenticity Emotion Unicity Reflection Respect Relations Deepness Involvement Memory Connections Intagibility Care Exchange Design Availability Values Organization Environments ChipConley

51 3. SLOW IN TOURISM

52 Most vacations are so stressful nowadays. It starts with the journey by plane or car, then you rush around seeing as many sights as possible. You check your in an Internet café, you watch CNN or MTV on the hotel television. You use your mobile to check in with friends or colleagues back home. And then at the end you return more tired than when you left. 52

53 Transport for Tourism Transport as Tourism Slow Transports and Slow Tourism In a first phase "Slow" refers mainly to the mean of transport used Slow Tourism = Slow Travel The trail is the thing, not the end of the trail. Travel too fast and you miss all you are traveling for. Louis L'Amour Transport Features Typology of Tourist Urban Walk Trekking Mountain Bike Ciclying Kayak Sailing Boating (sea/rivers/canals) Historic trains Double decks Car tour Ballooning Coach tour Guided City walking tour Plane Inter city-rail Ship/Ferry Train Taxi Bus Car Part of the experience Chosen and Operated by the client Itinerary planned in autonomy Self comprehension of places and cultures Part of the experience Chosen and planned by a Tourist Agent Chosen by the client but Planned and Operated by a TA Organization Places and cultures interpreted by a TA To reach the destination Limited choices Trip lived positively To reach the destination Limited choices Trip hardly tolerated Active Transport Tourist Passive Transport Tourist Positive Transport Tourist Reluctant Transport Tourist

54 54 An extended vision D una città non ti godi le sette o settantasette meraviglie, ma la risposta che dà a una tua domanda. O la domanda che ti pone obbligandoti a rispondere.. Local Community Tourism Suppliers Italo Calvino, Le città invisibili, 1972 Interact with the destination, the environment, the people living and working there Environment Guest

55 IT IS A NEW PRODUCT?

56 56 Definitions in Environmental Tourism Sustainable Tourism - Development of a model of tourism that can assure different and long term benefits for all the involved subjects: the community and the local environment, the tourist operators and the tourists. Responsible Tourism - It considers the central role of the local community and its right to be protagonist in the sustainable and socially responsible development of its territory - Works encouraging the positive interaction between tourism industry, local people and travellers.

57 Definitions in Environmental Tourism Ecoturism - Travels to discover fragile, wild and usually protected (often exotic) areas, based on minimizing the impact and basati sulla minimizzazione. dell'impatto and on a small scale (alternative to mass tourism). - Has ethic goals: educating the traveller, strengthening the respect toward different cultures and human rights, creating fundings for the environment conservation and the local development.

58 58 Definitions in Environmental Tourism Active Tourism - Travel that requires a physical and/or mental involvment of the traveller (alternative to passive tourism), based on sustainability, protection of biodiversity and cultural conservation. - Important elements are: combination of entertainment and education (edutainment), of observation and respect, of action-excercise and interaction, of information and deepening. Slow Tourism?

59 "Relearning the art of traveling" Slow Tourism includes a philosophy of traveling : - Creation of a personal deeper relation with local environments - Understanding the local community, its history, culture and values - Experienced at a pace allowing to live unexpected surprises and simple pleasures - Made with means of transport which favourite the exchange (walk, bycicle, local transports, boats, etc.) It's a "style" of traveeling which: - Shares elements with ecotourism - Focalizing on relax, genius loci, and "transformation" (living memorable experiences)

60 Slow Tourism vs. Evironmental products 60 Turismo sostenibile Ecoturismo Turismo responsabile Turismo attivo

61 CASTLE: The dimensions of Slow Tourism 61 The study assessed that a Slow Tourism experience (supply, demand), must satisfy the following dimensions EMOTION LENGTH TEMPO Contamination Authenticity Sustainability Tempo Length Emotion SUSTAINABILITY AUTHENTICITY CONTAMI- NATION

62 62 The dimensions of Slow Tourism Contamination: It deals with the capability to create fruitful opportunities of exchange between people The relationships to be considered are in particular between: the guest and the local people (not only autochthonous) the guest and the tourism supply the guests Authenticity: It deals with the capability to create and offer an experience Characterized, Non artificial, Strongly connected with culture and local traditions emphasize the differences, pointing out to the guest that he couldn t be anywhere else but in that place, with all its peculiarities (more or less pleasant) use of local elements

63 63 The dimensions of Slow Tourism Sustainability: It deals with the impact of the tourism activity on the local environment (in broad sense: natural and cultural) - Need of a long term sustainable approach, i.e. ecologically light, economically convenient, ethically and socially fair toward the guest and the local community. Tempo: It deals with the capacity of taking (the organization) and giving (to the guest) the right time to understand and act properly Dedicate time to analyze, understand, plan quality improvements (for the customers and the employees) Strategic orientation and medium-long termed planning Time opening of the services, offering the guest a comfortable and in step with his time experience.

64 64 The dimensions of Slow Tourism Length: It deals with the capability to organize and deliver "slow" tourism products, non-massified, to be lived comfortably, able to involve the guest in an involving experience with the destination reducing quantity; focusing on quality of the stay Emotion: It deals with the capability of (creating the conditions for) generating memorable moments for the guest, that marks him/her by a true involving and gratifying experience

65 Tempo Dimensions of the experience Potential Attractions of the destination FAST Primary attractions /"highlights" S L O W Dimensions of experience: Base: Number of visited attraction Height: Average time dedicated to each attraction Area: Length of stay What does change is not the overall duration, but the way of living the destination A deeper experience: in the same time, less things, better

66 Tempo Extension and Repetition of visits Potential Attractions of the destination S L O W S L O W S L O W S L O W S L O W S L O W attrazioni primarie /"highlights" S L O W SLOW 1. More attraction played extension to "secundary" resources 2. More opportunities to repeat the visit

67 Mass 67 Whic are the slow product? Individual beauty& wellness Nautical tourism river rural ecotourism nature tourism trekking horse riding Passive winter mountain city break wine&food ciclying tourism Active relax mountain cruise entertainment Sun&beach

68 68 Slow products vs. Slow activities There are tourism products that are naturally slow, - originally thought/addressed to a slow living/natural pace - Nature tourism, Cycling, Trekking, Horse riding, River tourism, etc. This doen t mean that other products can not be slow as well: - it depends on the way one offers/lives his stay - It is possible to live experiences and/or to do slow activities even in traditional tourism products not slow in principle

69 69 Project goals 1. Developing slow tourism products - to be chosen as the main reason for travelling 2. Developing slow activities - able to integrate and make more value to a traditional vacation in the area

70 70 A special tourist The slow traveller: - Has little to do with the well-organized mass tourist, that depends on well-organized routes and places, where familiarity and reassurance dominate. - Prefers quality over quantity. - Emphasizes the travel more than the stay. - Likes new things, taking care of himself, discovering simple relationships, in touch with the culture in the destination. - In the destination, he looks for authentic elements, situations and objects rich in symbolic value. - Respect the environment - Wants to learn, looks for cultural excitement, even if he doesn t mind calmness and fun (but not banal). - Likes to discover different life styles, whose values remain in his ordinary life.

71 71 for a different supply The slow operators: - Do not simply produce service, but also emotions - Know, deepen and emphasize the themes of history/literature and of local culture/tradition/environment. - Are curious, enthustiastic supporter of authenticity: they avoid shortcuts, trivializations of contents, standardizations. - In structuring slow services, they use competent staff to build true information and involving experiences. - Take care of their guests, give them advice and help them throughout their stay, establish non superficial relationships with them. - Have, toward their guests, an educational and didactic aim: they encourage their active involvement through learning and (re-) discovering of local reality. - Work for a low environmental impact of their activities and care for sustainability and safeguard of local environment.

72 Many company leaders in Travel & Tourism are taking proactive measures to: - Reduce the emissions - Increase environmental quality in destinations - Help destinations in mitigating the negative effects of climate change

73 73 A good product for mountain regions "Mountain regions should invest in the growing interest is softer forms of tourism and in the development of short-haul holidays. Slow tourism can be one way for Alpine tourism to offer a wider range of tourism products and to protect the natural environment." R. Matos, Can Slow Tourism bring New Life to Alpine Regions?, 2005 in:

74 4. THE PROFILE OF SLOW TOURIST

75 75 Profile of the interviewee Gender Age (average = 42 years) Education Occupation level

76 76 Profile of the interviewee Place of origin Fellow travellers Stay (days) Reason

77 77 Main reason for the stay Reason Emilia- Romagna Veneto Friuli Venezia Giulia Slovenian regions Total Relax 41,2% 27,1% 31,2% 33,3% 33,3% Fun 10,3% 10,1% 11,8% 10,8% 10,7% Culture 19,6% 29,8% 31,7% 16,9% 24,4% Sport 6,2% 5,9% 5,4% 26,2% 11,0% Health 7,2% 4,3% 1,6% 2,6% 3,9% Food and wine 4,6% 14,9% 12,4% 7,2% 9,7% Other 10,8% 8,0% 5,9% 3,0% 6,9% Total 100,0% 100,0% 100,0% 100,0% 100,0%

78 78 Verified favourite activities Visiting castles, churches, vernacular buildings, ruins Visiting nature reserves and park visitor centers Wildlife viewing (birdwatching, etc.) Hunting, fishing, harvesting, etc. Village life and rural life (e.g. farms, Sunday markets, etc.) Partecipating in music, theatre events, festivals, etc. Visiting ethno, archaeological, historic museums, etc. Tasting local products in agritourism or winery Attending courses in local culture (cuisine, history, art and natural heritage, etc.) Staying in agritourism, guest rooms, youth hostels, mountain huts, campsite, etc. Going to a Spa (beauty farms, thermal centers, health, etc.) Walking, hiking, trekking Cycling or mountain biking Horse riding Practicing water sports (canoeing, windsurfing, water-skiing, swimming, etc.) Sailing or boating Practicing air sports (hang-gliding, gliding, ballooning, air tour, etc.) Practicing winter sports (skidooing, dog sledging, skiing, etc.)

79 79 Favourite activities ACTIVITIES General sightseeing and outdoors, admiring scenery, etc. 61% 0% 20% 40% 60% 80% Visiting castles, churches, vernacular buildings, ruins, etc. Visiting nature reserves and park visitor centers 48% 44% Walking, hiking, trekking 42% Tasting local products in agritourism or winery 40%

80 80 Macro-factors on favourite activities 1. Practicing sport activities (24% of variance) - Stay seen as an opportunity to free one s own energies and to find one s own psycho-physical equilibrium practicing sports. 2. Diving into local life (11% of variance) - Contact with the local culture and people. 3. Living the nature (8% of variance) - Living the nature slowly. Watching wildlife in natural or protected areas. 4. Looking at the past (6% of variance) - Vistiting churches, castles, ruins and museums. 5. Getting possession of time (6% of variance) - No use of fast means of transport; choosing accomodation facilities different from hotels.

81 Profilo A1: Praticare attività sportive Soggiorno concepito come un occasione per liberare le proprie energie e ritrovare l equilibrio psico-fisico praticando dello sport Caratteristiche I II III Sesso Maschio (2,22) Età anni (2,49) anni (2,21) Istruzione Laurea (2,27) Occupazione Profilo basso (2,21) Non attivo (2,15) Profilo alto (2,12) Area Slovenia (2,68) Emilia-Romagna (2,21) Veneto (2,17) Residenza Slovenia (2,34) Italia (2,20) Austria-Germ. (2,17) Permanenza 1 g (2,23) 4-7 gg (2,20) 8-14 gg (2,20) Struttura Camping (2,34) Ostello (2,31) Alb. 1-2 stelle (2,26) Compagnia Solo (2,36) Amici (2,30) Partner (2,20) Motivazioni Sport (2,55) Salute (2,32) Relax (2,19) Tra parentesi i valori medi su scala 1, per niente gradito - 4, molto gradito 81

82 82 Profilo A2: Immersione nel locale Contatto con la cultura e con la popolazione locale Caratteristiche I II III Sesso Femmina (2,83) Età anni (2,83) anni (2,77) anni (2,68) Istruzione Laurea (2,78) Diploma (2,75) Occupazione Profilo basso (2,76) Profilo alto (2,76) Non attivo (2,74) Area Slovenia (2,88) Veneto (2,80) Emilia-Romagna (2,78) Residenza Italia (2,83) Europa (2,59) Austria-Germ. (2,59) Permanenza 1 g (2,82) 2-3 gg (2,78) 4-7 gg (2,78) Struttura Bed&breakfast (2,90) Ostello (2,89) Agriturismo (2,84) Compagnia Famiglia (2,77) Amici (2,75) Partner (2,73) Motivazioni Salute (2,83) Enogastronomia (2,79) Cultura (2,79) Tra parentesi i valori medi su scala 1, per niente gradito - 4, molto gradito

83 83 Profilo A3: Vivere la natura Immersione nella natura con andatura lenta. Osservazione di flora e fauna in ambienti naturali o protetti. Caratteristiche I II III Sesso Femmina (2,75) Maschio (2,76) Età anni (2,80) anni (2,78) 65 anni (2,73) Istruzione Laurea (2,82) Diploma (2,76) Occupazione Basso profilo (2,80) Alto profilo (2,75) Non attivo (2,71) Area Slovenia (2,89) Emilia-Romagna (2,81) Fvg (2,70) Residenza Italia (2,86) Slovenia (2,85) Europa (2,59) Permanenza 8-14 gg (2,84) 15 gg (2,81) 4-7 gg (2,73) Struttura Casa vacanza (2,95) Alb. 1-2 stelle (2,85) Alb. 4-5 stelle (2,75) Compagnia Famiglia (2,83) Amici (2,75) Partner (2,70) Motivazioni Salute (3,07) Relax (2,85) Sport (2,80) Tra parentesi i valori medi su scala 1, per niente gradito - 4, molto gradito

84 84 Profilo A4: Osservare il passato Visite a chiese, castelli, rovine e musei Caratteristiche I II III Sesso Femmina (3,23) Età anni (3,23) anni (3,14) Istruzione Laurea (3,25) Occupazione Profilo alto (3,21) Non attivo (3,14) Profilo basso (3,14) Area Fvg (3,25) Emilia-Romagna (3,19) Veneto (3,13) Residenza Italia (3,22) Slovenia (3,06) Austria-Germ. (3,06) Permanenza 4-7 gg (3,19) 1 g (3,19) 8-14 gg (3,13) Struttura Alb. 4-5 stelle (3,29) Bed&breakfast (3,27) Alb. 3 stelle (3,23) Compagnia Partner (3,21) Famiglia (3,12) Motivazioni Cultura (3,29) Enogastronomia (3,16) Tra parentesi i valori medi su scala 1, per niente gradito - 4, molto gradito

85 Profilo A5: Riappropriarsi del tempo Assenza di mezzi veloci e scelta di strutture ricettive extralberghiere. Caratteristiche I II III Sesso Maschio (2,88) Femmina (2,86) Età anni (2,99) anni (2,91) anni (2,65) Istruzione Laurea (2,98) Occupazione Profilo basso (2,94) Non attivo (2,81) Area Slovenia (3,20) Emilia-Romagna (2,88) Veneto (2,77) Residenza Slovenia (3,03) Italia (2,92) Austria-Germ. (2,75) Permanenza 8-14 gg (2,91) 15 gg (3,89) 4-7 gg (2,86) Struttura Agriturismo (3,06) Bed&breakfast (3,03) Camping (2,90) Compagnia Amici (2,94) Famiglia (2,91) Solo (2,86) Motivazioni Sport (3,17) Salute (2,96) Relax (2,94) 85 Tra parentesi i valori medi su scala 1, per niente gradito - 4, molto gradito

86 86 Segments of Slow Tourists 14% Culture & Wellness Mostly women, years old, with partner. Educational level: medium and low. They are in: Emilia-Romagna e Veneto. Place of origin: Italy. Favourite activities: Visiting art/culture resources; Museums; Events; Tasting typical products; Courses in local culture; Going to Spa. Stay: in medium and high level hotel. Typically 1 week stay. 18% Curious about everything Mostly women, years old (38 on the average), families. Economic level: medium. They are in: Emilia-Romagna. Place of origin: Italia. Favourite activities: All, except generic. Stay: in medium level hotel or apartments. Typically a weekend or 2 weeks stay. 16% Living the hinterland Mostly women, years old (45 on the average), with family. Economic level: high. They are in: FVG. Place of origin: Italy. Favourite activities: Visiting cultural and natural resources, wildlife, rural life; Museums; Tasting typical products; Walking. Stay: in B&B, without board. Typically a weekend or 1 week stay.

87 87 Segments of Slow Tourists 13% Discovery & Movement years old (42 on the average), Degree. They are in: FVG. Place of origin: Austria/Germany. Favourite activities: Generic/cultural visit; Museums; Trekking, Water sports. Stay: in medium level hotel (3*); B&B. Typically, 2 weeks stay. 10% Rural Relax Men, years old (42 on the average), Tendentially with partner. Economic level: medium. They are in: FVG and Slovenia. Place of origin: Rest of Europe. Favourite activities: Tasting typical products; Staying in agritourism. Stay: in Agritourism, B&B, Medium low level hotel. Typically 1 week or long weekend stay. 9% Very sporting Men, years old (33 on the average), Students, alone and with friends. High educational level. They are in: Slovenia. Place of origin: Slovenia and Austria/Germany. Favourite activities: Cycling/mountain biking, Water sports, Sailing, Air sports, Winter sports. Stay: in campsite, B&B. Typically, 1 week stay.

88 88 Segments of Slow Tourists 12% Just Nature Men, 50+ years old, (45 on the average). High economic level. They are in: Emilia-Romagna. Place of origin: Tendentially Italy. Favourite activities: Visiting parks, reserves; Watching wildlife; Walking/Trekking. Stay: in High and low hotel; Apartment. Typically, 2 weeks stay or longer. 9% Total Relax Men, 50+ years old, (46 on the average), with partner. Retired. They are in: Veneto. Place of origin: Rest of Europe and of the World. Stay: in Agritourism, Low level hotel; Without board. Typically, 1 week stay.

89 Perceived quality in the project areas The Slow Tourism cross border area offers a mix of products that is extremely interesting from the point of view of variety, significance and quality. 89 Quality, which is vital for the success of a tourism product, has been assessed considering: - Transports - Promotion - Safety - Environment - Information - Accomodation supply - Food and Wine supply - Accessibility

90 90 Qualitative performance POSITIVE (% Excellent) Friendliness of the local people 33% Quality of the air 32% Cleaniness of the local environment 30% Feeling of security and safety 30% Quality of information on things to do in the destination NEGATIVE (% Very poor + Insufficient) Standard of transport services 16% Cleaniness of bathing areas 10% Value for money in general and of local life 8% Quality of information on the destination received pre-arrival 24% Range and quality of places to eat and drink 23% Range and quality of things to do 22% 7% 0% 10% 20% 30% 40% 0% 5% 10% 15% 20%

91 5. GUIDELINES FOR SLOW TOURISM IN ACTION

92 92 5.a. General guidelines (for all the businesses)

93 Non-specific guidelines (for all the businesses) 93 DIMENSIONS GUIDELINES Contamination - Add the possibility of meeting and active exchange between guests and local people to the proposed initiatives - Stimulate both in loco and online exchange of experiences, suggestions, impressions, ratings, between guests - Keep relations with the customers even after their departure, through both community (social media, blog, etc.) and one-to-one direct tools Authenticity - Provide tourists with supports (i.e.: a small bookstore/mediastore), on culture, traditions and local environment in general - Have a list of experts in different aspects of the local reality that can be activated (even through call) to advice/plan characteristic experiences - Plan meetings (in case periodic) in behalf of the costumers to present/emphasize typical aspects of the local culture (readings, screenings, tastings, little performances, art exhibition, etc.) - Use local manufactures (furniture, furnishings and fittings, images, etc.) and materials (fabrics, etc.) to furnish the spaces used by the tourist and to dress the staff

94 Non-specific guidelines (for all the businesses) DIMENSIONS GUIDELINES Sustainability - Respect the criteria of environmental, energy, economic and social quality. Act for a regular improvement of ecological/carbon footprint: save energy and contribute to the production of alternative sources - Make the guest aware of the ongoing involvement of the enterprise in the development of a sustainable tourism. Without being intrusive, help him/her to act coherently. Give suggestions on how to do it - Communicate to the wide public the achievements in your environmental policy Time - Dedicate time to get in touch with customers and to listen to their needs and curiosities - Plan periodic meetings with the staff to talk on how to answer more coherently to customer s needs and how to improve the working environment - Plan quality and coherence checks on the delivered services - Act in the present but plan improvements and interventions in the long-medium term - Dedicate time to set goals (both quantitative and qualitative) and to check the results that have been achieved compared to those planned - Have the whole staff to participate to training /updating courses on how improving service delivery - Have the whole staff to be educated in the most peculiar elements of the destination (traditional events, gastronomy culture, historical/cultural attractions, etc.) - Dedicate time to choose the partners (in particular, of those who offer slow services) and check their coherency, avoiding ambiguous situations from an ethic, qualitative or environmental perspective - Plan the opening time of services so that the customer has adequate time 94

95 Non-specific guidelines (for all the businesses) 95 DIMENSIONS GUIDELINES Length - Sensitize the customer s awareness for a different experience of the destination: slow routes; unusual trips, events and attractions; peculiar experiences, presented through different kinds of supports (showcase, blackboard, room TV, folder, etc.) - Actively promote other local operators (accommodation, transports, restaurants, guide services, etc.), offering experiences of slow tourism - Adopt solutions that are appropriate for the fruition of services/ facilities for customers with reduced mobility (old people, people with deficiency, etc.) Emotion - Carefully plan the experiences to be developed (script, setting, organization, spaces) - When delivering the experiences, make use of staff able to actively involve the visitors - Check the "results through regular surveys on clients

96 5.b Guidelines for specific businesses 96

97 97 1. Accommodation DIMENSIONS Contamination GUIDELINES - Plan periodically at least one evening of socialization, that encourages the exchange between guests on experiences, suggestions, impressions, things bought, etc. - Plan little courses/labs (gastronomy, enology, craft, etc.) with the active participation of guests - Recommend places and typical events belonging to the culture of the place, that the guest can go to in order to live an experience like a local Authenticity - Use local handicrafts in the courtesy line (i.e.: terracotta dispensers, natural soaps, etc.) - For breakfast offer food (desserts, cakes, jams, cheese, honey, etc.) made by local producers - Use breakfast tablecloths that reproduce patterns, environments, local information Sustainability Length - Put containers for the waste separation in the common spaces and, if possible, in the rooms - Limit the use of single-dose packages in the courtesy line - Limit the courtesy line to the essential: products can be provided on request - Limit the adoption/use of the minibar, prefer the room service - Put on the bedside table some (extract of) books, etc. by authors that wrote and told about the local reality

98 98 2. Catering DIMENSIONS Contamination GUIDELINES - If possible (or in specific occasions), bring together the customers, using common tables - In specific occasions, provide places where to cook/prepare recipes together, present rituals and preparations of the local cuisine made by representatives of the local community Authenticity - Use typical quality products - Suggest/encourage the consumption of dishes following the ways linked with the typical traditions (i.e.: using hands, with a different succession of dishes, with unusual pairings, etc.) - Show in the places typical wine and food, products and handicrafts, dedicating a short description about the history/origin of the product and allowing the purchase Sustainability - Use typical products that are seasonal and from organic productions - Use flatware, dishes, glasses, containers that respect the environment (biodegradable, made of wood, paper, glass, organic material, etc.) - Do separate collection of garbage for as many materials as possible (organic, glass, plastic, spent oil, aluminium, paper, batteries, etc.) - Suggest and encourage the reduction of garbage (unbottled water and wine, doggy-bags, etc.)

99 99 2. Catering DIMENSIONS GUIDELINES Time - (Re-)Define the menu periodically inserting seasonal typical products/recipes - In hotel restaurants, where possible: possibility for the guest to buy typical products outside and have them cooked - Plan carefully the graphic layout and the contents of the menu, adding stories, images, traditions, etc. that may contextualize the products and the recipes Length - Add to the menu a Slow section that contains dishes that belong to the tradition. Such section, in case separated from the menu, will have to tell suggestive elements of the dishes/products (places of production, makings, alternative traditional recipes, curiosities, etc.) - In the slow menu, put (even if only in specific days and/or turns) at least one long tasting menu, made of tastings of different courses that compose a specific path (in the local gastronomy or not) - Use different supports (menus, walls, tablecloths, furnishings and fittings, etc.), to tell about the elements linked to the local cuisine and typical products - The menu stays on the table as long as the meal lasts, to encourage the customer to read and understand what he/she is eating Emotion - The cook/ maître can prepare some courses, both in front of the customer and with his active participation - The cook is at customers disposal to satisfy their curiosities linked with gastronomic products and local recipes (origin, history/relation with the territory, secrets for a better preparation/cooking/presentation)

100 Mobility and accessibility DIMENSIONS Contamination Authenticity Sustainability Time GUIDE LINES - Encourage the use of shared means of transports (i.e.: car sharing) - With groups, propose dynamics that encourage the exchange and the dialogue among the travellers - Encourage the use of means of transports that are also used by the residents - For internal connections, use means of transport linked to the local history (carts, sledges, bicycles, etc.) pulled by natural power (humans, animals, etc.) - Use means of transport and propellers that produce less emissions - Make sure that spent oils/batteries, tire treads, spare parts in general or other are correctly scrapped, in order to encourage recycling - Use organic-ecofriendly products for the cleaning and maintenance of the vehicles - Plan paths of different difficulty, some not too long, that give priority to the observation of places - Provide the means of transports with supports (editorial material, audiovisual, etc.) that allow the passengers to know better the territory and/or the theme of their travel - Provide the travellers with supports (GPS tools, tablets, etc.) that can be used during their movements within the area - Identify providers/renters of slow means of transport to suggest to the guests

101 Mobility and accessibility DIMENSIONS Length GUIDE LINES - Prepare commercial offers at reduced costs if public means of transport are used to reach the destination (i.e.: by train, by bus) - For those who arrive by car: provide appropriate places for cars, or make agreements with private garages, allowing the gust to live the car and prefer slow means, during the stay - For little movements, favorite the use of means like rickshaw, tandem, bicycle, skate, etc., providing them to the guests, also involving local suppliers - In case of movements that take more than 60 minutes, consider the break as a moment for personal enrichment - Equip with means/solutions that allow the access to people with reduced mobility

102 Guide, incoming, activities DIMENSIONS Contamination Authenticity Sustainability Time GUIDELINES - Encourage the interaction between the participants (role assignments, exchange of comments and suggestions on the visited attractions, etc.) - During tours/excursions, add meetings with witnesses of the place (artisans, farmers, expert people in the local culture, etc.) with whom the tourists can actively interact - Provide tourists, before during and after the visit, with materials useful for a different reading of the place - The script and the stage of the tour/experience use autochthonous elements and stories without trivializing them, caricaturing them, forcing fake/artificial situations - Sensitize tourists to the respect of the visited places, avoiding behaviors that may damage the environment (improper clothing, garbage, smoke/alcohol, confusion/noise, no adaptation to local custom, etc.) - Avoid too large visit groups - During tours/excursions favorite the visit of local producers (i.e.: farms, markets, artisan shops, etc.) and the purchase of their goods/services, so to spread the benefits of tourism within the local community - Dedicate time to redefine and/or build ex-novo routes, theme-based routes, stories, experiences and involving activities - Get to know better about the history, the material culture, the peculiarities of the place in order to have elements to add in the experiences, activities and in the services - Develop connections, relationships, networks between suppliers of activities involved in the slow circuits, in order to make them more aware, proactive and oriented towards the segment

103 Guide, incoming, activities DIMENSIONS Length GUIDELINES - The range of offers must also include some longer than usual ones (i.e.: 3-4 days full immersion in contexts usually visited in 1-2 days) - The content of the proposed tours/stays depends on the length of stay. In general priority is given to the deepening rather than the quantity of the visited attraction (e.g.: in the catalogue, there is a number of focused tours with a reduced number of visited attractions) - Use specialized guides for each theme that exists in the travel proposal and avoid generic guides/experts. With groups of advanced demand, the required specialization level of the guide increases - Give the possibility to customize proposals that are also flexible, depending on the needs (of time, contents/interests) of the tourists - Avoid crowd-pulling situations, instead suggest an original reading/visit, that distinguishes from the traditional one - Be prepared to modify/adapt the tour depending on the composition of the group, in particular in case of people with reduced mobility Emotion - Develop a guide-theme for each tour/experience, that will provide the many attractions and the modalities of the script with coherency - Select and develop the many components of the supply following the structure and the principles of the storyline/storytelling and coherently with the chosen theme - Use enthusiastic and competent guides. Enthusiasm and playing are important elements for enjoy the learning (edu-taiment) and the creation of unforgettable moments

104 5. Promo-communication and information 104 DIMENSIONS Contamination Authenticity Sustainability GUIDELINES - The tourism operator encourages in many ways the customers to write reviews and comments on their experience; make these comments public preferably not anonymous in a transparent way - In his promotion, he encourages a presentation of the experience as neutral as possible, using comments and reviews made by other guests and by highly considered journalists/media - The slow tourism operator is active on the web and particularly on the social media and in spaces dedicated to slow tourism/living (without exclusively talking about his service) - The slow enterprise continues the dialogue and the relationships with his guests even after their stay; if possible, keeps durable relationships alive - The images used in the slow promotion refer to real situations, without using pictures from other contexts, images banks, models - In the promo-communication activities, he uses solutions that minimize the environmental impact (FSC or PEFC marked paper; vegetal inks; local production merchandising, etc.) - Spread as much promotional material as possible through information supports that allow the reuse and the print only on request ( , download, pen drive, cd, dvd, etc.) - The promotional materials always contain also indications of behavior for the tourist towards plants, animals and local traditions - In the road signs, minimize the visual pollution using formats, sizes, colors, supports, materials that are consistent with the context they have been placed

105 5. Promo-communication and information 105 DIMENSIONS Time Length GUIDELINES - Dedicate time to ideate and build complete and accurate promotional supports (prefer indepth examination, care, detail, original reading, ethic involvement and avoid banality) - Dedicate time to gather materials (pictures, books, stories) that may adequately support the slow promotion of the area - Dedicate time to write all the information pack in at least three languages (depending on the area and the places of origin of the tourists) - Give high priority to a friendly and accessible use of technologic supports for all the potential users (easiness, accessibility standard, etc.) - The slow operator is available for their clients to provide a service of information and suggestions on the place (attractions, transports, etc.) even through mobile services (social media, chat, etc.) - In all the actions of internal and external promo-communication, the tourist is made aware of the involvement of the destination in the development of the slow tourism - In the tourist information offices, there's a person who knows everything about the local slow opportunities - In the destination website/portal exists a specific section dedicated to the slow tourism that identifies resources, routes, activities and operators - The website is organized in order to have different progressive levels to deepen the information, depending on the user/tourist s needs to know (more details, wider and more complete routes, attached materials, etc.) - Encourage the preparation of the slow travel in the area by the traveller, making materials on the destination available on the website (pres., films, music, images, documents, etc.) - Develop solutions to give information based on mobile technologies that may facilitate a richer experience of the local reality (both specific sites and destination)

106 Destination Management DIMENSIONS Contamination Authenticity Sustainability Time GUIDELINES - The slow tourist management tends to prefer: networks between operators; exchange between tourists; meetings between tourists and local people; involvement of the local people in the local tourism field. The DMO activities constantly tend to support this articulated system of relationships - Working in the slow segment means opposing to standardization, globalization and trivialization, at least in those companies/activities necessarily selected that join the network - The digging, the finding, the confirmation of typically autochthonous elements become not only a factor of differentiation towards alternative destinations but also the nourishment of the stories and experiences that turn into tourism products - A slow destination is deeply involved in sustainability (as local community and towards guests) and in the reduction of environmental impact. The systematic improvements in this sense must be monitored and certified in the many areas of the tourism field - The development of the slow product is complex; it requires time and a constant guide action from the tourism management/marketing subject - The slow approach doesn t depend much on the physical" or organizational requirements, but on the people of the supply system, on their active involvement, enthusiasm, qualification. Working on these factors requires training, report work, longer time of realization - The slow product is first of all an educational product: it works on persistence

107 Destination Management DIMENSIONS Length GUIDELINES - Being slow is a value: use the slow product as an element for the positioning and the differentiation of one s own tourism supply - Plan solutions, services and routes for the slow tourism and for people with reduced mobility in the tourist-territorial planning - Develop forms of alternative tourist capacity based on natural solutions (mountain huts, treehouses, sleeping in straw, etc.) - Plan some crowd-pulling events based on the slow philosophy (unbeaten paths, original rereadings, unusual and reflective experiences) - Select Tour Operators and commercial partners in general that work with the same philosophy Emotion - A slow destination doesn t measure just the satisfaction of the guest (for the availability of services); the emotion aroused and the uniqueness of the experience should be assesses; the "transformation" of the guest is the final aims of the management/marketing action

108 6. GOOD PRACTICES

109 Good Practices ACCOMODATION

110 110 Albergo diffuso (scattered hotel) When the hotel is the entire old village Read the articles at:

111 111 GEM Hotels New York Hotel Experience Keywords/payoffs: CONNECT with the real NY mindful of being GREEN VALUE in the city individualized SERVICE NEIGHBORHOOD discoveries await Best Practice: GEMmine: chalkboard in the lobby where to make and read recommendations on things to do

112 112 France

113 Some Examples in Italy it Best Practice: - Calendar of Events in the city - Dedicated Staff Best Practice: - Local culture presentation

114 114 Some Examples in Italy Good Practice: - Evening discussions on medieval and Renaissance music and art Good Practice: - Flexible checkout ni.it Good Practice: - Mansion discovery

115 New Projects: Hotel Energy Solutions (HES) UNWTO project Information, technical assistance and training for SMEs in the tourism sector Increase efficiency and the use of renewable energies Pilot destinations: - Haute-Savoie (Francia) - Palma de Mallorca (Spagna) - Bonn (Germania) - Strandja (Bulgaria)

116 Good Practices Travel Agencies/Tours

117 Go Slow Travel - Nasce a Stoccolma come agenzia viaggi specializzatasi sulla cultura del vino e della buona cucina toscana e piemontese. - Sviluppa l idea dello slow trip : organizzare di esperienze di viaggio che aiutano a rallentare il ritmo e ad illuminare le giornate. - Go Slow Travel si propone come ispiratore : il turista può così aver più cura del proprio tempo - fisicamente, intellettualmente e spiritualmente. Travel in the Footsteps of the Connoisseurs - È un diverso modo di viaggiare, in tutta libertà; - Non ci sono obblighi o programmi da seguire; - Piena flessibilità e controllo del proprio tempo, dov è possibile dedicare il giusto tempo per ogni visita e, complessivamente, dell intera giornata; - Viene fornito un GPS pre-programmato che contiene l indirizzo del alloggio e una serie di indicazioni su cucina locale, cultura e luoghi; - Il viaggio che viene proposto sul GPS contiene di una serie di perle che vengono vissute secondo il ritmo personale, dove il tempo delle visite e l intensità dell esperienza sono decise in piena autonomia dal turista.

118

119 119

120 Good Practices Restaurants/Catering

121 121 Café Slow (Japan)

122 122 Estravagario (Italy) Ristorante Caffé-Punto di relax Piccola sale lettura Best Practice: - Riferimento culturale della community attraverso i contenuti originali veicolati sul sito web

123 123 Good Practices Activities

124 124 Rural Experience

125 Good Practices Associations/Online communities

126 126 Slow Japan

127 Ermes Best practice: - Character/personality "slow" - Analysis of impacts - Ethic chart

128 Ermes Best practice: - Features/personality "slow" - Impact thermometer

129 Car Free Walks (UK) Ramblers Association (UK) founded in

130 SlowTravel Best Practice: - High interaction among vistors - Forum and chat Slow Travel is an online community and a resource for finding vacation rentals. We are not travel agents, we do not run a vacation rental agency. We run a message board where Slow Travelers exchange information, a photo gallery where we collect travel pictures and the website where we collect travel information and vacation rental, hotel and restaurant reviews submitted by members of the community. Slow Travel is not affiliated with any travel company or vacation rental agency. We are independent. This website was created in April 2000 by Pauline Kenny and Steve Cohen from Santa Fe, NM. The Slow Travel websites were acquired by Internet Brands in January The Slow Travel sites join their family of travel websites.

131 131

132 Good Practices Events

133 133 Primavera Slow (Italy) A wide programme from 26 March to 5 June: Walk excursions Boat excursions Bike excursions Plane excursions Birdwatching Fotography Laboratories Exhibitions and Congresses Sports Events

134

135 Good Practices Destinations

136 136

137 137 Inter-modes approach: - Connections between different means of slow transport