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Eco-Tourism and Sustainable Development

Driving Factors of Czech Consumers in the Context of Slow Tourism

  • Lenka Švajdová
    Department of Tourism and Leisure Activities, Faculty of Business Administration, Silesian University in Opava, 733 40 Karviná, Czech Republic
    Corresponding Author

Schedule

Received: 2 March 2026 | Revised: 17 June 2026 | Accepted: 25 June 2026 | Published Online: 3 July 2026

DOI:

https://doi.org/10.63385/etsd.v2i2.101071

Keywords:

Slow Tourism, Mass Tourism, Sustainable Development, Tourism Industry, Consumer Attitude

Abstract

The intensifying discussion of a slower pace of life has increased interest in the concept of slow tourism. This value-driven approach contrasts with faster, mass travel and is consistent with sustainable economic, social and environmental development. This study empirically identifies the factors shaping Czech consumers’ attitudes toward slow tourism and evaluates the potential of slow tourism in the domestic market. In the period January–February 2025, a Computer-Assisted Web Interviewing (CAWI) survey was run via social networks and online travel communities. The sample included 204 adults who regularly spend holidays in the Czech Republic; gender and age were adequately diversified. The analysis mapped travel motivations, recreational habits, and understanding of slow tourism. Respondents had limited awareness of the term but favoured its main principles: a preference for the natural environment, authentic local experiences, cultural involvement, and less-visited destinations. The identified limits were the predominance of short holidays (1–6 days) as a consequence of current labor situation of respondents and the lesser importance given to environmental criteria relative to price and destination appeal. The results highlight latent, behaviour-based potential for slow tourism in the Czech context. Findings broaden the evidence base for sustainable tourism’s consumer dimension and provide data to support destination management and planning for environmentally and socially responsible domestic tourism.

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Copyright (c) Copyright © 2026 Lenka Svajdova

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