Application of slow philosophy in destination marketing: the case of Latvia

The paper aims to evaluate the implications of applying the slow philosophy in destination marketing in Latvia by looking at it from the tourism destination marketing perspective. The literature suggests that slowness is an effective marketing concept and slow tourism can be used as a viable promotional tool in destination. So far, the slow brand has been used to promote cities, as in case with the Cittáslow brand. Yet, Latvia with its tourism marketing brand “Latvia. Best enjoyed slowly” is the only destination that has applied the slow philosophy in destination marketing at a national level making the setting of the research unique.

The findings of the research provide insights into attitudes towards a slow destination brand and marketing challenges related to the application of the slow philosophy in destination marketing at the national level.