Exploring slow tourism in rural territories: Insights from the Alentejo Region in Portugal

Background: Slow tourism appeals to competent, independent travelers seeking meaningful and authentic experiences. This umbrella term encompasses responsible and sustainable tourism practices and holds a significant potential for the development of rural territories. Research objectives: The article offers a deep literature review that addresses slow tourism conceptualization and its importance for rural territories. I also aimed to verify whether accommodation business entrepreneurs in Alentejo (Portugal) engage in slow tourism in their website communication strategies. Research design and methods: A qualitative methodological approach was adopted based on a literature review. The empirical phase involved a systematic examination of the messages contained in communication slogans and commercial offerings on accommodation websites. Results: Although many companies do not explicitly identify as part of the slow tourism movement, their practices align with its principles. The latter promote authentic, relaxed, and immersive experiences linked to nature, local cuisine, culture, and sustainability. Conclusions: The results suggest that adopting the principles of slow tourism in rural territories provides visitors with authentic experiences and encourages the sustainable development of the Alentejo region.