'Cittaslow' eco-gastronomic heritage as a tool for destination development

摘要

Slow Food has gained considerable attention as a social movement trying to counteract increasing globalisation in eating habits and food production. Cittaslow, a network of towns, are working with qualitative local urban development, based on similar principles as Slow Food. The 'slow' movements could be expected to have influences on tourism development. This possible connection has been neglected in the scientific tourism literature. Based on a study in three Cittaslow towns in Northern Italy, this article concentrates on how destination development is conducted in a Cittaslow context, unveiling some contradictions between the commercial sides of tourism and the non-commercial ethos of the Cittaslow movement. The studied towns were involved in various efforts in the field of sustainable planning, thereby also improving destination specific resources and local identity. One example is their focus on 'slow' events, mainly based on local gastronomy. Tourism marketing was, however, only of secondary importance; which mirrors some scepticism towards mass tourism and commercialisation, and even against marketing as such. Despite this, the Cittaslow concept may have an indirect potential for tourism development by improving product development and increased visibility. The risks involved concern gentrification and overexploitation.