The Key Drivers of Slow Tourism Brand in Rural Destinations (Case Study: Javaherdeh Village- Mazandaran Province)

The purpose of this study is to identify and prioritize the key effective drivers in the brand of Slow tourism in the village of Javaherdeh. The present study is exploratory-explanatory in terms of purpose and qualitative-quantitative in terms of method, based on the opinions of 30 experts who were selected by snowball and judgment method. In the qualitative method, the initial model was designed using MAXQDA software and the relationships between the drivers were explained, prioritized and evaluated with MICMAC software. The results indicate that the 49 identified key drivers can be divided into three categories of components: Slow tourism product, Slow tourism process, and Slow tourism program. In this regard, the drivers of environmental quality, landscape, and natural attractions in or around, clean and favorable climate, Slow tourism education, receptive and dynamic public spaces, attracting positive feedback about Slow brand (attitude), destination personality, having a unique story and motivation to use the Slow tourism brand, are the most effective drivers in creating the Slow tourism brand of Javaherdeh village.