The digital promotion of slowness

Abstract This paper explores the promotion and discourse of the new values of the term slow in the context of Slow Tourism. Within Slow Tourism, slow means sustainability with host communities and tourists working towards green and eco-friendly goals. This paper aims to explore how slow travelling associations engage with their audiences online. Under the lens of dialogic action and through a corpus-assisted discourse analysis of websites and respective social media accounts of two slow travelling associations operating in the UK, I will analyze and compare recurring phraseologies in the way they communicate with their readers. Results shed light on how discourse on slow tourism is co-created through different forms of online interaction.