Alternative methodological approaches

3.2.1 Studies on slow tourism and slow tourists

The early studies related to slow tourism and slow tourists have been qualitative in nature (Dickinson et al., 2011; Dickinson et al., 2010; Germann Molz, 2009; Lumsdon & McGrath, 2011) and the qualitative approach still remains widespread in the field (de la Barre, 2012; Fullagar, 2012; Robbins & Cho, 2012; Tiyce & Wilson, 2012). While a few purely quantitative studies exist (Robinson, 2011; Yurtseven & Kaya, 2011), considerably

more authors have given preference to studies using a mixed methods approach (Gibson et al., 2012; Groenendaal, 2012; M. B. Lipman & Murphy, 2012; Oh et al., 2014).

In terms of the particular research design, many authors have chosen ethnography. Fullagar (2012) undertakes an ethnographic study among women participating in a cycling tour. It offers insights into the main topics used to describe the cycling experience from the perspective of women in a gender context. Tiyce and Wilson (2012) use an ethnographic study to explore the concept of slow travel from the perspective of long-term independent travellers in Australia. Lamb (2013) undertakes an ethnographic approach in order to explore the practices of families living a slow life. The ethnographic approach is used because it is important to get as close as possible to these families in order to “uncover their way of life” (ibid., p. 19). Finally, ‘netnography’ can be used to study particular cultures and communities not in the real world but on the Internet through computer-mediated communications (Kozinets, 2012). Such an approach is undertaken by Robbins and Cho (2012) who use netnography to study slow tourist communities online.

Although less popular, other approaches used in studies on slow tourism include a case study design and a grounded theory approach. For instance, Gibson et al. (2012) use the Tribewanted project on Vorovoro Island, Fiji, as a case study to show the links between the project and slow tourism. Lumsdon and McGrath (2011) undertake a grounded theory approach and use an inductive process to provide a working definition and an initial conceptual framework of slow travel.

In terms of the data collection methods used to study slow tourism, a variety of them have been used including interviews (Dickinson et al., 2011; Dickinson et al., 2010; Fullagar, 2012; Groenendaal, 2012; M. B. Lipman & Murphy, 2012; Lumsdon & McGrath, 2011; Oh et al., 2014; Tiyce & Wilson, 2012), focus groups (Oh et al., 2014), personal observation (Gibson et al., 2012; Groenendaal, 2012), and surveys (Gibson et al., 2012; M. B. Lipman & Murphy, 2012; Oh et al., 2014; Robinson, 2011; Yurtseven & Kaya, 2011). Often, a combination of several data collection methods is used. For example, Gibson et al. (2012) used in-person structured interviews among tribe members, personal observations on the island and an online survey to assess the overall tourism experience of the visitors.

Finally, data analysis often includes discourse analysis which is a study of talk and texts and accordingly studies the language used by research participants to describe, comment on and evaluate research phenomena (Wetherell, 2001). For example, Germann Molz (2009) in her qualitative study of the popular representation of pace in Western modernity analyses discourses about tourism mobilities using materials from three examples: television episodes and related website texts of the reality show The Amazing Race; website and blog texts on the practices of slow travel; and selected newspaper articles on ‘staycations’ – a term used to describe vacationing at home. Discourse analysis is also used in the study of Dickinson et al. (2010) who analyse how slow travellers and non-slow travellers justify their modal choice in relation to climate change. They explore how holiday travel is constrained both by the structures that exist within the travel and tourism industry and also by individual agency to act. Since the authors were interested in explanations of participant behaviours, a discourse analysis approach was used in the research. In this case, the authors were interested in how people talk about their holiday travel and the language they use in order to explain their particular behaviour. Similarly, discourse analysis is used in another study by Dickinson et al. (2011) who explore how self-identified slow travellers present their slow travel experiences and manage their travel identities. However, other approaches to data analysis have been used as well such as template analysis (Lumsdon & McGrath, 2011) or narrative analysis (de la Barre, 2012).

3.2.2 Studies on slow philosophy in destination marketing and management

There are a dozen empirical studies in relation to slow philosophy in destination marketing and management, most of which use a qualitative approach.

In terms of the particular research design, a number of studies have used a case study approach. For example, Mayer and Knox (2006) examine the Slow Food and Slow City movements as case studies of alternative urban development in two Slow Cities in Germany; Hersbruck and Waldkirch. In addition to telephone and face-to-face interviews, the authors visited a number of sites and events in both towns becoming ‘participatory

observers’ (ibid.). Nilsson et al. (2011) also use a case study approach in three Italian Cittáslow member towns to examine their eco-gastronomic heritage as a tool for destination development. The qualitative research is based on a combination of interviews and observations. A slightly different approach to a case study is undertaken by Pink (2008, p. 95) who uses a sensory approach to analyse two Cittáslow projects in two UK member towns – Ludlow and Diss – and in particular “the sensorial elements of discourses surrounding, and embodied engagements with, sustainable urban development.” She argues that places can be experienced in a multi-sensory way, meaning that all five senses – sight, smell, taste, hearing and touch – are involved in experiencing any place. Therefore, a sensory approach can provide valuable insights into how humans engage in a sustainable urban development process (ibid.). The range of methods used in the research includes participant observations, audio-recorded interviews and visual ethnography methods.

In terms of the data collection methods, the interview is the most popular tool used in empirical studies related to the slow philosophy in destination marketing and management (Cosar et al., 2015; Gibson et al., 2012; Mayer & Knox, 2006; Miele, 2008; Nilsson et al., 2011; Pink, 2008). Many studies also use texts (planning documents, newspaper articles and websites) as data sources (de la Barre, 2012; Mayer & Knox, 2006; Miele, 2008). Often, data is collected using several methods, e.g. an interview and observation. A few studies also use quantitative data gathered through surveys (Cho, 2011; Ekinci, 2014; Gibson et al., 2012).