Travel Reference
In-Depth Information
and how might they be profiled? It is still early days in the emergence of slow
travel as a market. There is a need to better understand this distinct new form
of tourism. However, here is an initial exploratory analysis, based on the lim-
ited amount of existing data available. Segmentation may well be possible
using the following perspectives.
By environmental concern
The level of environmental concern expressed by slow travellers and the con-
tinuum from 'hard' to 'soft' slow travel has been discussed earlier. This
continuum alludes to dark greens and light greens, and it is obvious that slow
travel is attractive to those with environmental concerns and who are keen to
minimize their carbon footprint. However, slow travel is not the preserve of
this group alone; it also appeals to others. While environmental concern is a
core ingredient, and low-carbon tourism a fundamental outcome, this may not
be the key motivational driver for some. Thus the concept is applicable much
more widely than to individuals with environmental concerns.
By travel mode
Low-carbon travel modes are integral to slow travel, and data are readily
available from national and international statistics on mode of transport (see,
for example, Table 4.4). There are also studies that have attempted to segment
the population on the basis of mobility styles (Anable, 2005; Lanzendorf,
2000). Anable (2005, p70) segmented day-trippers into potential mode switch-
ers using cluster analysis, which identified six groups:
• Malcontented motorists: perceive high level of constraints with public
transport despite feeling unhappy with car travel and believing they have
a moral responsibility to change behaviour.
• Complacent car addicts: admit use of alternatives is possible, but do not
feel any moral imperative or other incentive to alter car use.
• Aspiring environmentalists: have reduced car use for environmental and
health reasons, but appreciate practical advantages of car travel and there-
fore reluctant to give up ownership.
• Diehard drivers: fond of cars and car travel, believe in right to drive
cheaply and freely, have negative feelings towards all other modes.
Table 4.4
UK international arrivals and departures by mode with global
comparison for 2008
Mode
International arrivals to the UK
UK resident departures Global inbound
Number
Number
tourism
(thousands)
%
(thousands)
%
%
Air
24,024
75
56,041
85
52
Sea
4495
14
8145
12
6
Tunnel/rail
3369
11
4825
7
3
Road
39
Adapted from Office for National Statistics, 2009; and UNWTO, 2009c
