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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
