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- Title
The Role of Slow Food in Destination Image Development.
- Authors
Soonsap, Pichsinee; Ashton, Ann Suwaree; Lee, Timothy J.
- Abstract
Wellness lifestyle trends have entered our everyday thoughts, especially since the Covid 19 pandemic. This paper explores how the slow food concept has a vital role in making tourist trips more fun and healthier at the same time. It shows how to develop a slow food destination image. A qualitative approach using in-depth interviews was employed, and Chiang Mai, Thailand was selected as the study area. A total of 29 tourists were interviewed. Content analysis was used to analyze data. The findings revealed three components for developing a slow food destination image: (a) functional attributes, referring to five aspects: environment, authentic food, slow food community, local facilitators, and service quality; (b) psychological attributes, comprising slow food logo and signs, and value perception; and (c) unique attributes, seeking uniqueness and creating events/festivals related to the slow food concept, especially the concept of a good, clean, and fair event.
- Subjects
CHIANG Mai (Thailand); SLOW food movement; COVID-19 pandemic; QUALITY of service; COMMUNITIES; FOOD quality
- Publication
Asian Journal of Business Research, 2023, Vol 13, Issue 1, p101
- ISSN
2463-4522
- Publication type
Article
- DOI
10.14707/ajbr.230144