Trade-offs when traveling to slow city or mega city destinations: Competitive mechanisms and perceptual dynamics

This research investigates the perceptual mechanisms behind the destination preferences of travelers and the competitive dynamics between slow and mega cities respectively. Drawing on accessibility-diagnosticity theory and on the so-called “top dog effect”, the study examines how decisions to visit types of city destinations are shaped by exposure and comparison. Four studies were undertaken to explore preference asymmetries, competitive mechanisms, and the moderating role of individual traits. It was found that the way slow cities are perceived is significantly influenced by comparison with mega cities and with advertising strategies, which reveal both opportunities and vulnerabilities for target marketing and segmentation. The results provide helpful inputs for destination marketers when embarking on promotion and marketing strategies and product development.