SLOW TOURISM IN VOJVODINA – MOTIVES AND GOALS OF CONSUMERS

Abstract

Tourism is one of the fastest growing sectors in the world characterized by numerous new forms aimed at satisfying the sophisticated needs of the modern consumer. In such circumstances, the concept of slow tourism is gaining in importance with emphasized need for slowing down the pace of life. Slow tourism offers a solution to this need. In developing countries, this concept frequently tied with sustainable tourism, is linked to social movements such as: “slow food” (authentic, local food), “slow cities” (environmentally responsible and peaceful environment) and “slow transportation” (local buses and trains). The aim of the paper is the explanation of this phenomenon from the perspective of consumers. The authors conduct research based on a model consisting of: six general slow tourism motivations (relaxation, self-reflection, escape, novelty-seeking, engagement and discovery), two universal goals of slow tourism (revitalization and self-enrichment) and travel outcomes (satisfaction, future return intention and recommendations). The sample included 320 respondents from the territory of the Republic of Serbia who have visited some of the destinations in Vojvodina labeled as “slow place” in the past two years.