Document Type : Original Research


1 Associated Professor of Tourism Management, Faculty of Cultural Heritage, Handicraft and Tourism, Mazandaran University, Nowshahr, Iran.

2 PhD Student in Tourism, Department of Tourism Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran


Speed and acceleration are always accompanied by a decrease in accuracy, an increase in the error rate and, as a result, a defect in the output. Today, there is a significant tendency to transform and change fast activities to slow ones in tourism in order to enjoy the beauty of slowness during vacations and travel. Currently, the nature of rural destinations is such that it can be considered as a more ideal set or perspective than other destinations for facilitating slow tourism. In this regard, the current research seeks to measure the impact of slow tourism factors on the development of rural destinations. The research method is exploratory-explanatory in terms of purpose and mixed in terms of nature. In the qualitative method, a semi-structured interviews were used for data collection and three-stage coding based on content analysis was used for data analysis. Also, in the quantitative method, a researcher-made questionnaire (extracted from the qualitative section) was used to collect data and structural equation modeling based on partial least squares was used for data analysis. The time domain of the research was from the fall of 1399 to the end of the summer of 1400. The findings of the research indicate that the eight factors "time, slow marketing, slow products, slow hospitality experience, slow economy, slow socio-cultural atmosphere, slow physical space and slow policy making" in Slow tourism development and six factors "resources and attractions, advertising and marketing, economic factors, socio-cultural factors, environmental factors and political factors" were abstracted in the development of rural tourism. It was also found that slow tourism and the factors affecting it have a positive and significant effect on the development of Javaherdeh village tourism. Management and practical suggestions based on the results were presented at the end of the research.


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