slow presentation lund

8/8/2019 Slow Presentation Lund

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The Possibilities of Slow

Tourism: Can the SlowMovement Help Develop

Sustainable Forms ofConsumption?

C. Michael HallProfessor, Department of Management, University of Canterbury, Christchurch, New Zealand

Docent, Department of Geography, University of Oulu, Finland

[email protected]


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CONCEPTUALISING TOURISM CO-

CREATION

Production Consumption

Tourism

experience

Travel related

consumption

Tourism related

production

Supply chains

issues of scale of analysis in understanding tourism sustainability(as well as definition, industry etc)

policy scales in terms of actions

sustainable production and consumption rather than sustainable

tourism if your concerned about the big picture


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PAYING ATTENTION TO TIME:

SLOW CONSUMPTION

Mainstream economics is deeply embedded inmodernitys vision of progress and growth in which

time is money and people consume ever faster:timescales of consumption are steadily decreasing dueto shorter product life spans and an increasing speed of

product innovations which are in turn the outcome ofaccelerating R&D processes (Reisch 2001: 371).

human well-being derives in part from the attentionpeople give to their possessions and their involvementwith them, and this attention and involvement requirestime


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SLOWING THE RATE AT WHICH RAW

MATERIALS ARE TRANSFORMED

Innovation may not lead to sustainable

development as long as consumption continues to

increase.

Need to slow the rate at which raw materials are

transformed into products and eventually

discarded, a process that has been described asslow consumption

Requires a cultural and economic shift


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INITIATIVES AND ACTIONS

POLICY INITIATIVES- Greenhouse gas reduction schemes

- Recycling schemes

- Environmental standards, e.g. organic, food miles, brands

- Relocalisation schemes, e.g. 100 mile diet, buy local LIFESTYLE REINVENTIONS- Voluntary simplicity

- Ethical consumption, e.g. Fair Trade, Tourism Concern

- Slow Food Movement NEW POLITICS OF CONSUMPTION- Anti-consumerism, e.g Adbusters

- Anti-television activism

- Anti-advertising campaigns


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INCREASING SIGNIFICANCE

FOR TOURISM Human rights considerations

Environmental considerations, e.g.

Heathrow protests

Payment of GHG taxes, offsets

Environmental branding

Alternative tourism

Slow tourism


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What is Slow

Food?

Slow Food is a non-profit,

eco-gastronomic member-

supported organization thatwas founded in 1989 to

counteract fast food and fast

life, the disappearance of

local food traditions and

peoples dwindling interest in

the food they eat, where it

comes from, how it tastes and

how our food choices affect

the rest of the world. Today,we have over80,000 members

all over the world.


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Philosophy

We believe that everyone has a fundamental right to pleasure andconsequently the responsibility to protect the heritage of food,tradition and culture that make this pleasure possible. Ourmovement is founded upon this concept of eco-gastronomy arecognition of the strong connections between plate and planet.

Slow Food is good, clean and fair food. We believe that the foodwe eat should taste good; that it should be produced in a cleanway that does not harm the environment, animal welfare or ourhealth; and that food producers should receive faircompensation for their work.

We consider ourselves co-producers, not consumers, because by

being informed about how our food is produced and activelysupporting those who produce it, we become a part of and apartner in the production process.


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Philosophical origins SlowFood locates its

philosophical origins in

the 17th-century writingsof Francesco Angelita,

who considered slowness

a virtue and, believing that

all creatures bore

messages from God, wrotea book about snails.


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Mission Slow Food works to

defend biodiversity

in our food supply,spread tasteeducation andconnect producers ofexcellent foods with

co-producersthrough events andinitiatives


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Influence Substantial profile in media

Ark of Taste, promotion of biodiversity, traditional

landscapes, regional products and traditional methods

Influencing hospitality & restaurants, - usually at high

end

Slow label proving attractive for some markets, andinfluencing marketing and promotion - lifestyle

positioning - now being applied to tourism, ie Slow

Cities


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Ethical Food How green do you want your bananas?

Co-op ballots members on ethical issues

(3 Sept 2007) - including environmentalimpact

Consideration of Food Miles or Air

carried stickers by other supermarketchains in addition to country of origininformation


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SLOW

TOURISM? Travel to consumer lifestyle positioned eco-gastronomicproducts, marked by heritage, tradition, authenticity andthe local

VS Actually traveling slower in terms of consuming less

over the whole period of the trip

- travelling locally, reducing distance travelled, travelling

slower, staying longer- consuming less energy on a net basis

VS

Another tourism marketing cliche


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PRODUCT LIFE SPANS AND SUSTAINABLE

CONSUMPTION

ECO-EFFICIENCY

More productive use of

materials and energy

INCREASED

PRODUCT LIFE

SPANS

SLOW

CONSUMPTION

Reduced throughput of

products and services

Recession (?)

Green Growth

SUSTAINABLE

CONSUMPTION

Efficiency

Sufficiency


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SLOW TOURISM AND SLOW

CONSUMPTION Increased product life spans,whether through greater

intrinsic durability or better care and maintenance, may

enable both efficiency and sufficiency. They are a meansby which materials are used more productively (i.e., thesame quantity provides a longer service) and throughputis slowed (i.e., products are replaced less frequently).

In other sectors it has been argued that a shift to morehighly skilled, craft-based production methods andincreased repair and maintenance work would provideemployment opportunities to offset the effect of reduceddemand for new products.


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New lifecycle thinking Central premise of industrial ecology

Cradle to grave thinking

Broadens the interest in consumption

beyond the point of purchase to all phases

in the life of a product, from its conception

to final disposal.

Examination of consumption cycles


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Lifecycle assessment

Distinguishing different phases in the lifecycle of a

product and associated supply chains is necessary to

enable environmental impacts (i.e., energy and

materials, consumption, emissions to air and water, andwaste) to be estimated. (includes distance and speed of

travel)

Implications in terms of designing for longevity and

production and product life.

Implications for imagining new tourism futures - new

patterns of mobility under new sets of constraints,

rethinking local tourism around source areas.


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Consumer attitudes Primarily focused on appliances

Market conditions:

- Design (products [tangible/intangibledimensions] and processes)

- Signs and scripts

- Sales & services> Creating new forms of customer value


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Research needs Need for lifespan data

Environmental case before and against increased

product lifespan Relationship between market conditions and

product lifespans

Better understanding of consumer values and

attitudes Cult of the new vs cult of the old?

Acceptance

Avoid the trap of another fad

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