Travel Reference
In-Depth Information
use of resources, speed, immediacy and consumption of as many attractions
and destinations as possible within a time compression.
It would, on the contrary, interface with the values of slowness, feature a
relaxed approach to time as enrichment, and focus on exploration and rela-
tionships with other actors in the performance of the tourist experience (Ryan,
1997; Woehler, 2004). It would also emphasize localness and locality, rather
than distance and intensity; the system might involve a myriad of localized
mass markets and destinations which would have interfaces with a smaller
intra- and interregional travel market (North, 2009). Finally, it would be a
system which positions itself to appeal to lifestyles, rather than stacking up
products or destinations for sale.
The system would therefore be underpinned by a different set of values
than the current one. This point responds directly to the axiom of the critical
theorists; that is, that replacement of the existing tourism system (driven by
marketing and to the exclusion of other factors) is the only way forward.
Accordingly, there are six key principles of slow travel which would
underpin a new tourism system:
•
A reduction of resources in the supply of tourism.
•
A reduction in the CO
2
emissions from tourism, especially in relation to
the transport element.
•
An increase in travel cost to reflect the reality of carbon intensity in
tourism.
•
A renaissance of travel (i.e. the journey) as part of the tourist experience.
•
Time spent well is associated with experience and relaxation rather than
speed.
•
The experience is as much about locality, diversity and culture, as well as
slow food.
This can only be brought about by a series of related changes which would
occur during a period of transition. A modal shift away from air and car travel
is fundamental to the achievement of lower CO
2
emissions in tourism.
Consumers and providers will need to seek out substitutes such as trains,
coaches and, in the future, low-carbon vessels at sea. This will entail a re-
envisaging of ideas about speed, distance and time in tourism; recreating an
imagery of romantic travel. Travel will take longer and tourists will travel
lesser distances. Based on current tourism transport models, this is counter-
intuitive: the contemporary drivers are speed, efficiency and reduced costs.
Currently, destinations that fail to deliver a cheap, rapid transit system that
connects to core markets are not considered realistic propositions by distribu-
tion sectors.
In a slow travel paradigm this will remain a constraint and it is likely that
some destinations will have limited scope for further development. Destinations
will need to re-shape to become lower-carbon places and thus seek to attract
more local markets. This recognizes the potential of existent domestic tourism
across the world. It is self-evident that most people are content with travelling
shorter distances to achieve the same benefits and satisfactions.
