A Netnographic Study of Consumer Value in Slow Travel

Travelling by land is a phenomenon that utilizes different surface transport modes, such as trains, buses, bicycles etc. The slow travel contributes also to the concerns about ecological footprint and climate change derived from air travel. Slow travel aims to encourage individuals to travel to their destinations more slowly, stay for a longer period in the chosen destination, and travel less. For slow travellers, travelling to the destination is a significant part of the travel experience. The qualitative research aimed to understand the phenomena of travelling by land and the tourist experience holistically using a netnographic approach. The data was collected from the Finnish Facebook -group, Maata pitkin matkustavat. (Those who travel by land) in January 2020. The data consisted of 185 posts and their comments. The goal of the data analysis was to understand the role of consumer value in the slow travel experience. The research findings show the importance of minimizing travel time and the costs of travelling by land. Also, leisure time, and “having fun” are valued in travelling by land experience. Thus, self-oriented, active value components, Efficiency, and Play, were most applicable in the collected data set. These findings help us to understand slow travel as a tourism experience better and provide important insights into the requirements to develop consumer-centric slow travel for sustainable development in the future.