The moderating effect of tourism type on the co-creation of a “slow destination” image and on tourist well-being

Purpose The aim of this study is to determine if a “slow destination” image increases tourist well-being and if online value co-creation successfully conveys a “slow destination” image and generates well-being among tourists who favor different tourism types (rural vs coastal). Design/methodology/approach A quantitative empirical study is conducted among German tourists who have undertaken a trip to Spain, reaching a representative sample of coastal and rural tourists. Findings The results show that (1) promoting a “slow destination” image can contribute to tourist well-being, regardless of tourism type, (2) the effect of online value co-creation on the “slow destination” image is significant for both types of tourism, albeit it is greater for rural tourists than for those who undertake coastal tourism and (3) online value co-creation positively and significantly influences the well-being of rural tourists, while it does so only indirectly for coastal tourists, via the “slow destination” image. Practical implications The study shows how tourist destinations can reorient their offer toward slow tourism and project a “slow tourism” image in order to achieve greater tourist well-being, strategically differentiating between tourism types, rural vs coastal. Originality/value The study demonstrates for the first time the effect of the “slow destination” image on tourist well-being and considers, also for the first time, the role that tourism type (rural vs coastal) plays in the influence of online value co-creation on both the “slow destination” image and tourist well-being.