Sustainable rural development through slow tourism images: A case study of Gaochun International Cittàslow in China

Abstract

As urbanization rapidly progresses, rural areas are being increasingly recognized as havens for individuals seeking a slower pace of life. Despite the growing interest in slow tourism as a travel modality, there is a lack of rural destinations that have successfully established slow tourism as their primary image. This research focuses on Gaochun International Cittàslow in China, including a mixed-method approach to investigate how rural areas can cultivate a slow tourism image to attract visitors. This paper introduces a new conceptual framework for rural China's slow tourism image, termed the bullseye framework. This framework divides the image of slow tourism into three concentric layers: experiential foundation, interactive framework, and value resonance. Compositional analysis reveals a certain mismatch between the promotion of the image of slow tourism by the government and tourism companies and the perception of tourists. This mismatch is particularly evident in promoting an eco-original lifestyle, preserving folk culture, and creating a slow-paced living atmosphere. Therefore, the government and tourism companies must more accurately understand the needs of tourists to formulate more effective promotion strategies.