Cyber Tourism

MSTM 512: Tourism and Hospitality Management | February 18, 2017

1 SLOW TOURISM
Since the advent of globalization and continuous modernization, time has become a
scarce resource for all the people around the world. Everyone is now living fast-
paced lives; being obsessed by quantity and speed in everything. While this may
sound ideal in an economic and business perspective, the same has somehow
compromised the quality of life that people are now living. This notion is evident in
the deterioration of environmental conditions caused by traffic and pollution,
societal pressures to achieve more material wealth and even personal tension
brought about by heavy workloads.
Even vacations have become stressful nowadays rushing around limited time to
see as many sights as possible, constantly checking devices for emails while at the
hotel and staying online to keep in touch with the world. As a result, people
returning from such holidays feel more tired than when they left.
In response to these criticisms of modern life, a new form of travel known as Slow
Tourism has emerged. Not only does this alternative seek to address the challenge
of sustainability in the tourism industry at large, but also aims to improve a persons
well-being and give him a more rewarding experience as well.

1.1 CONCEPT OF SLOW TOURISM

1.1.1 Emergence of Slow Tourism

As an antidote to increasingly faster global activities, the slow movement has been
advocated as a cultural shift towards slowing down ones life pace.
Its roots may be traced from the slow food movement which started in Italy in
1980s aiming to combat fast food culture and promote the enjoyment of good
quality, regional food produced in a way which respects the environment, human
health and animal welfare. Over time, this developed into a subculture in other
areas, like the Cittaslow organization another Italian-led initiative which
encourages towns and communities to improve the quality of life for people through
wide-ranging actions to improve the environment, culture, heritage, service and
hospitality. From here, the slow epithet has subsequently been applied to a variety
of activities and aspects of everyday life and culture, phenomenon, industries and
sectors, including that of travel and tourism (Terhorst, 2013; Euracademy, 2015;
Wikipedia, 2016).
A relatively novel concept, slow tourism does not yet have a universally accepted
definition. The most popularly used, though, is the one provided by Dickinson and
Lumsdon (2010):
Slow tourism a conceptual framework that involves people who travel to
destinations more slowly overland, stay longer and travel less and who
incorporate travel to a destination as itself an experience and, once at the
destination, engage with local transport options and slow food and
beverage, take time to explore local history and culture, and support the
environment.
Per DallAglio (2011), the term slow in a first phase refers mainly to the speed and
mobility of the means of transport used by the traveler. Thus, some so-called slow
travelers make it a point to avoid air transportation and the usage of cars unless it
is really necessary. A matrix laying out the role of transport in tourism as discussed
by DallAglio is presented in Table 1 on the next page.
However, a couple of other authors (Gardner, 2009, cited in Terhorst, 2013; Oh
et.al., 2014) argue that the slowness of travel should lie on the mental tempo of
movement or travel activities that is felt by the traveler, mostly under time
pressure, as fast, rushed, or hastened in processing external stimuli during the trip.
As such, Fullagar et.al. (2012) refer to the term mobility as encapsulating spatio-
temporal practices, immersive modes of travel and ethical relations that are
premised on the desire to connect in particular ways and to disconnect in others. In
other words, slow tourism is not so much a particular mode of transportation as it is
a mindset (Schlichter, 2007).
Table 1. Role of Transport in Slow Tourism

Transport Features Typology of

Tourist
- Urban walk - Part of the experience
- Trekking - Chosen and operated by the client
- Mountain bike - Itinerary planned in autonomy Active Transport
Transport as Tourism

- Cycling - Self-comprehension of places and Tourist

- Kayak cultures
- Sailing
- Boating (sea/rivers/canals) - Part of the experience
- Historic trains - Chosen and planned by the tourist
- Double decks agent
- Car tour - Chosen by the client but planned an Passive Transport
- Ballooning operated by a TA Tourist
- Coach tour - Organization
- Guided city walking tour - Places and cultures interpreted by a
TA
- Plane - To reach the destination
Transport for

- Inter-city rail - Limited choices Positive

Tourism

- Ship/ferry - Trip lived positively Transport Tourist

- Train
- Taxi - To reach the destination
- Limited choices Reluctant
- Bus
- Trip hardly tolerated Transport Tourist
- Car

Rather than attempting to squeeze as many sights or cities as possible into each
trip, the slow tourist takes the time to explore each destination thoroughly and to
experience the local culture. Therefore, the focus of slow tourism not only
encompasses mere environmental sustainability but also considers the practice of
time and space in ways conducive to personal satisfaction and wellbeing.

1.1.2 Dimensions of Slow Tourism

Considering both tourism supply and demand, DallAglios (2011) CASTLE model
presented in Figure 1 on the next page identifies several dimensions that make up a
slow tourism experience. They are as follows:
 Contamination. It refers to the degree of relationships and the capability to
create fruitful opportunities of exchange between the guest and the local
people, between the guest and the tourism supply and between the guests
themselves;
Authenticity. It deals with the capability to create and offer non-artificial
experiences which are strongly connected with culture and local traditions.
Through this, guests are able to point out that they couldnt be anywhere else
but in that place, with its more or less pleasant peculiarities;
Sustainability. It refers to the sustainable that is, economically good and
convenient, ecologically light, and ethically and socially fair toward the
guests and the local people approach of tourism activity and its impact on
the destination area;
Tempo. It deals with the capacity of taking (the organization) and giving (to
the guest) the right time to understand and act properly through a dedicated
strategic orientation and medium-long termed planning to offer to the guest a
comfortable and in step with his time experience;
Length. It refers to the time availability of various non-massified slow
tourism products and the capability to organize and deliver them in a way
that involves the guest in creating their experience with the destination. In
other words, it is geared toward reducing quantity and focusing on quality of
the stay; and
Figure 1. CASTLE model

Emotion
Length
Tempo
Sustainability
Authenticity
Contamination

Emotion. It deals with the capability of (creating the conditions for)

generating deeper and more memorable moments for the guest, that marks
him/her by a true involving and gratifying experience.

1.1.3 Relationship of Slow Tourism to Other Tourism Types

As already discussed, slow tourism as a form of travel involves individuals choosing
to travel long distances, over a long period of time using low-emission transport
modes experiencing local cultures and low technology means of travelling around
and increasing their self-knowledge along the way. As such, it is frequently
discussed as relating to other environmentally conscious forms of tourism. On the
next page, Table 2 establishes the relationship of slow tourism with other
environmental tourism types.
Table 2. Slow Tourism as Related to Other Tourism Types

Type of Characteristics Relation to Slow Tourism

Tourism
Sustainable - Assures different and long term benefits
Tourism for all the involved subjects: the
community and the local environment, the
tourist operators and the tourists
Responsible - Considers the central role of the local
Tourism community and its right to be protagonist
in the sustainable and socially responsible
development of its territory
- Works encouraging the positive interaction
between tourism industry, local people and
travelers
Ecotourism - Discovers fragile, wild and usually
protected (often exotic) areas, based on
minimizing the impact of tourism
- Has ethic goals: educating the traveler,
strengthening the respect toward different
cultures and human rights, creating funding
for the environment conservation and the
local development
Active - Requires a physical and/or mental
Tourism involvement of the traveler, based on
sustainability, protection of biodiversity and
cultural conservation
- Important elements are: combination of
entertainment and education
(edutainment), of observation and respect,
of action-exercise and interaction, of
information and deepening
Slow tourism includes the following
philosophies:
- Creation of a personal deeper
relation with local environments
- Understanding the local
community, its history, culture
and values
- Experienced at a pace allowing to
live unexpected surprises and
simple pleasures
- Made with means of transport
which favor the alternatives
(walk, bicycle, local transports,
boats, etc.)
It is a "style" of traveling which:
- Shares elements with ecotourism
- Focalizing on relax, genius loci, and
"transformation" (living
memorable experiences)

1.2 SLOW TOURISM IN PERSPECTIVE

1.2.1 Global setting

According to Schlichter (2007), Europe may be the most popular destination for slow
travelers because of the availability of vacation rentals, efficiency of public
transportation systems, relative proximity of historic attractions and wide use of the
English language. Banking on these, many European countries are aiming to
promote themselves as slow tourism destinations. A remarkable example is the
regional cooperation project between Italy and Slovenia under the philosophy of
slow tourism, with a special focus on sustainability, responsibility and eco-friendly
concepts (DallAglio, 2011; European Commission, 2015).
In other parts of the world, more and more countries are embracing the marketing
potential of slow tourism. Luxury Travel Magazine (2015) cites several slow tourism
products in different global destinations:
Slow travelers can let equines do most of the walking as they experience
Nomadic Expeditions' Northern Mongolia On Horseback adventure
 through majestic forests and meadows to Lake Hovsglov, also referred to as
Mongolia's "dark blue pearl";
Country Walkers' new guided walking adventure in the locales of Kyoto,
Nara and The Kumano Kodo offers the rare experience of trekking the
Kumano Kodo - an ancient pilgrimage route that is a UNESCO World Heritage
site;
The newly launched lodge-to-lodge Mountain Lodges of Peru Lares
Adventure hiking program follows the Lares Trail to Machu Picchu and into
the Urubamba Valley;
Guests looking for a slower paced adventure, can discover Guatemala, with
its vibrant landscape of volcanoes, beaches, protected rainforests and
UNESCO treasures such as Mayan temple city and Tikal National Park; and
Situated in the heart of the Laikipia Plateau between Mount Kenya and the
Great Rift Valley in Kenya, Wilderness Collection's Segera Retreat
encourages guests to engage in a culture of wellness that extends from the
environment to the communities surrounding travelers during their stay and
nourishing their entire being - perfect for adventurers seeking full immersion
in a slow travel experience.

1.2.2 ASEAN region

Although the ASEAN region has experienced rapid development over the recent
years, many of its countries still maintained numerous distinct rural communities.
These could provide immersive experiences for travelers which are a main
prerequisite for slow tourism. For instance, Scott (2014) comments that the old,
slow and character-filled rail networks of Thailand, Vietnam and Cambodia, as well
as the slow boats and rice barges in the Indochinese territory all provide meaningful
and contemplative insights into local life memorable and rewarding pictures of the
countries in point.
In spite of this, there are still very limited documentation relating to conscious
efforts of promoting slow tourism in the region. Below are a few notable initiatives
by several countries which relate to slow tourism:
Thailand. As part of its Amazing Thailand campaign, the Tourism Authority
of Thailand (TAT) produced a guidebook for slow travel in the Kingdom: 'Slow
Travel Thailand: Taking time to enjoy what travel offers.' The publication cites
the possible product offerings for slow travelers in the different regions of
Thailand (Mekong Tourism, n.d.). The area of Chiang Mai, in particular, has
been promoting slow travel under the guise of green and golf tourism since
2012. There were efforts to sell cycle trips on a route linking Chiang Mai to
Lamphun and Lampang while promoting golf. In an interview with
Chalermsak Suranant, then TAT Chiang Mai Office Director, it was
emphasized that the move seeks to raise awareness of green tourism
through biking as well as encourage cycle tourists to explore the provinces
scenery, way of life, temples, culture and history along the route (TTR
Weekly, 2012). The local transportation and slow boat rides from Chiang Mai
to Lua Prabang in Laos also offer wonderful opportunities for slow tourism
(Gaudet, 2010; Travel Hub Chiang Mai, 2011).
Malaysia. Although there has been no significant slow tourism activity
recorded in Malaysia as in other countries in the region, there are efforts on
the part of the academic community to conceptualize a framework for slow
 tourism approaches as a means to sustain rural development. One particular
study (Noor et.al., 2014) focused on rail travel in the Peninsular Malaysia and
its ability to enable tourists to enjoy the time taken to travel through
Malaysias rural towns.

1.3 IMPACTS OF SLOW TOURISM

1.3.1 Impacts to the Hospitality Sector
Much like in other alternative forms of tourism, the presence of slow tourism in a
destination area will have implications in the hospitality businesses in operation
therein. Below, Table 3 presents the potential impacts of slow tourism to a
destinations hospitality sector:
Table 3. Potential Slow Tourism Impacts to the Hospitality Sector

Hospitality Sector Potential Impact

Accommodations - There will be an increase in the length of stay of the guests
- Large hotel chains will give way in favor of small-scale local
accommodation establishments (e.g. inns, guesthouses,
homestays, etc.)
- The use of local handicrafts in the courtesy line (i.e.
dispensers, natural soaps, tablecloths, etc.) will add to the
touristic appeal of the facility
- There will be lesser demand for high-technology facilities
- There will be greater demand for courses (gastronomy,
enology, craft, etc.) participated by the guests at
accommodation establishments
Food and Beverage - There will be a change in preference of tourists from fast
Services food to locally prepared cuisines and slow food that
contains dishes from tradition
- Dining traditions (e.g. eating with bare hands) will be
highlighted. Also, there will be interest in the history/origin
of the food products.
- Local food preparation techniques will gain certain appeal to
tourists
- There is a possibility for the guests to buy typical products
outside and have them cooked in dining establishments or
hotels
Activities - There will be a greater, deeper and more active interaction
between the tourists and the locals
- Themed experiences which are preferred by tourists will help
build a renewal of cultural identity and pride for the local
community
- Community benefits will be realized as low impact activities
will be the tourists main preference

From an economic perspective, engagement in slow tourism may initially bring

about considerable losses in terms of tourism receipts due to decline in the
patronage of big and mainstream (fast) tourism business. However, in the long run,
the longer length of stay by tourists as well as their active engagement in local
enterprises may bring in more income for the locals and lessen the incidence of
leakage in the community.

1.3.2 Impacts to Climate Change

Terhorst (2013) characterizes the market segment of slow tourists as traveling
shorter distances, with low carbon emissions serving as a significant factor of slow
travel. While it has already been noted that this does not necessarily mean the
avoidance of flights and usage of cars, slow tourism seeks to address the high
carbon emissions and negative environmental impacts that are especially due to
travelling at an individual level. In particular, people engaging in this form of
tourism are interested in transportations to and from destinations that could not
only reduce environmental pollution through use of low carbon emission vehicles
but also save depleting energy resources.
In addition to this, slow tourisms limiting the hospitality service sectors
consumption of energy resources may also help mitigate the environmental
repercussions consequently which bring about climate change.

1.4 POTENTIAL SLOW TOURISM DESTINATION IN THE PHILIPPINES

In the conduct of slow tourism, the destination is not nearly as important as the
mindset of the tourist to fully immerse himself in the peoples lifestyle in the area.
While it can occur anywhere at all based on the preference of the traveler, the
reporter still deemed it important to satisfy several requirements such as traveling
shorter distances and utilizing alternative forms of transport.
Manila, as the main gateway to the Philippines, may be a great starting point for
international travelers wishing to try slow tourism. Though the lifestyle may be fast-
paced, the grit and the unusual charm of the city wholly unfamiliar to typical
tourists are waiting to be discovered and may offer a truly rewarding and
enlightening experience for a visitor, unexpected circumstances and all. From here,
there are nearly endless choices for the slow traveler the mountains towns of the
Cordillera region, the rural life of communities in central Luzon, the progressive
outlook of those in CALABARZON, the hardy culture of the people in Bicol region,
among many others. All of these offer unique opportunities for slow tourists to be
enthralled and to achieve the main goal of slow tourism to have a deeper
connection to the destination.

1.5 REFERENCES

1.6 Dall'Aglio, S. (2011). Slow Tourism Seminar. Bled:
Econstat.
Dickinson, J. E., & Lumsdon, L. (2010). Slow Travel and
Tourism. London: Earthscan Ltd.
European Commission. (2015, October 20). Developing
SLOWTOURISM between Italy and Slovenia. Retrieved
from European Commission:
http://ec.europa.eu/regional_policy/en/projects/italy/dev
eloping-slowtourism-between-italy-and-slovenia

Fullagar, S., Markwell, K., & Wilson, E. (2012). Slow Tourism:

Euracademy. (2015, October 22). Slow Tourism. Retrieved
from Euracademy: http://www.euracademy.org/wp-
content/uploads/2015/10/roger-sa-2012-slow-tourism-
5.pdf
Experiences and Mobilities. Bristol: Channel View.
Gaudet, R. (2010). Advice for Visitors to Chiang Mai Thailand.
Retrieved from Slow Travel Rest of World:
http://www.slowtrav.com/other/notes/chiang_mai.htm
Luxury Travel Magazine. (2015, MArch 19). Slow Travel, A
New Trend Across The World. Retrieved from Luxury
Travel Magazine:
http://www.luxurytravelmagazine.com/news-
articles/slow-travel-a-new-trend-across-the-world-
23366.php
Mekong Tourism. (n.d.). Slow Travel Thailand. Retrieved from
Mekong Tourism: http://www.mekongtourism.org/slow-
travel-thailand/
Noor, F., Nair, V., & Mura, P. (2014). Rail travel:
Conceptualizing a study on slow tourism. School of
Hospitality Studies Web of Conferences.
Oh, H., Assaf, G., & Baloglu, S. (2014). Motivations and Goals
of Slow Tourism. Journal of Travel Research, 1-15.
Schlichter, S. (2007, August 23). The Art of Slow Travel.
Retrieved from Independent Traveler:
http://www.independenttraveler.com/travel-
tips/specialty-travel/the-art-of-slow-travel
Scott, K. (2014, May 4). In Praise of Slow Trains and Slow
Boats. Retrieved from ASEAN Tourism:
http://www.aseantourism.travel/blog/detail/in-praise-of-
slow-trains-and-slow-boats
Terhorst, J. (2013, January 22). Discovering new forms of
tourism: slow tourism. Retrieved from NTHV Tourism
Master: http://www.tourism-
master.com/2013/01/22/discovering-new-forms-of-
tourism-slow-tourism/
Travel Hub Chiang Mai. (2011, October 4). Chiang Mai to
Luang Prabang TL3001: 3 Day 2 Night Slow Boat to
Luang Prabang. Retrieved from Travel Hub Chiang Mai:
http://www.travelhubchiangmai.com/laos_package/slow
_boat.html
TTR Weekly. (2012, August 25). Chiang Mai Takes a Stab at
Slow Tourism. Retrieved from Tourism of Cambodia:
http://www.tourismcambodia.com/news/worldnews.htm
Wikipedia. (2016, December 22). Slow movement (culture).
Retrieved from Wikipedia, The Free Encyclopedia:
https://en.wikipedia.org/wiki/Slow_movement_(culture)
2 CYBER TOURISM
Since the advent of globalization and continuous modernization, time has become a
scarce resource for all the people around the world. Everyone is now living fast-
paced lives; being obsessed by quantity and speed in everything. While this may
sound ideal in an economic and business perspective, the same has somehow
compromised the quality of life that people are now living. This notion is evident in
the deterioration of environmental conditions caused by traffic and pollution,
societal pressures to achieve more material wealth and even personal tension
brought about by heavy workloads.
Even vacations have become stressful nowadays rushing around limited time to
see as many sights as possible, constantly checking devices for emails while at the
hotel and staying online to keep in touch with the world. As a result, people
returning from such holidays feel more tired than when they left.
In response to these criticisms of modern life, a new form of travel known as Slow
Tourism has emerged. Not only does this alternative seek to address the challenge
of sustainability in the tourism industry at large, but also aims to improve a persons
well-being and give him a more rewarding experience as well.
Concept of Cyber Tourism
Definition of Cyber Tourism
Elements of Cyber Tourism
Cyber Tourism in Perspective
Global Setting
ASEAN Region
Impacts of Cyber Tourism
Impacts to the Hospitality Sector
Impacts to Climate Change
Potential Cyber Tourism Destination in the Philippines