Conceptualizing and Assessing the Competitiveness of Slow Tourism Destinations: Evidence From the First Accredited Cittàslow in China

Characterized with in-depth interactions and self-reflections, slow tourism has been gaining growing popularity in recent years thanks to the importance attached to quality of life and self-actualization of tourists in the post modern era, which has all been necessitated by the challenges wrought by the Covid-19 pandemic. In response to the current research lacuna of competitiveness analyses of specialized small-scale destinations, this study comprehensively proposes and empirically evaluates the competitiveness of slow tourism destinations as indicated by the values perceived by the slow tourists, and explores the mechanism of competitiveness of slow tourism destinations with investigation of the interrelationships between competitiveness and tourist attitude, consumption emotion and behavioral intentions through Structural Equation Modeling (SEM). The Gaochun District, which was the first accredited Cittàslow in China, was selected as the research site. Findings yielded four major competitiveness dimensions of community ambiance and service, tourist, and comprehensive management, cultural resources and values and natural resources and protection, and confirmed that perceived values are positively related to attitude, consumption emotion, and behavioral intentions. In addition to offering a valid scale measuring the competitiveness of slow tourism destinations, this study suggests the integration of cultural components in better planning and management of slow tourism destinations.