Slow travel, deep healing: Towards value-driven strategies for slow tourism

This study explores the evolving consumption values that motivate slow tourism and proposes a hierarchical, value-driven framework. Using an exploratory mixed-methods design, the study analyzed tourist posts across multiple social media platforms and conducted a human-supervised, Large Language Model-assisted thematic analysis. Beyond the established consumption values, narratives highlighted two slow-tourism-specific value dimensions: experiential value (immersive, co-created, meaning-laden engagement) and therapeutic value (restoration and psychological relief). A nationwide survey triangulated these dimensions and piloted measurement items. Results show emotional, experiential, and therapeutic values were the most frequently endorsed drivers. This study contributes a value-based framework that offers a holistic understanding of consumption values underpinning slow tourism beyond existing paradigms. We conclude by providing actionable insights into designing value-driven destination strategies.