ABSTRACT
The Slow Movement has gained considerable attention as a social movement to counteract increasing globalisation, commercialisation and marketisation in Western societies. It has dispersed into many other economic areas such as Slow Cities or Slow Travel. Events, however, have mainly been viewed as part of research focussing on Slow Food. A strategic approach and an analysis of whether and how events can be used to promote slower forms of life is lacking. This paper addresses the following research questions: (1) What are the main characteristics of a Slow Event?; and (2) How can events be used strategically to serve as prototypes for new ways of living and a more sustainable handling of the natural surroundings and the environment? A two-step analysis served as a methodical framework. First, literature related to the Slow Movement was analysed, with a focus on Slow Events. Second, semi-structured interviews verified and complemented the findings. This approach helped to identify the most important characteristics of Slow Events (including authenticity, size and deceleration) and to develop a definition of Slow Events. By promoting slower forms of life, supporting local businesses and preserving local traditions and the environment, Slow Events can create an added value for many destination stakeholders.
