Value for Time: Slowness, a Positive Way of Performing Tourism

Slowness involves a redefinition of existing touristic operations which are increasingly influenced by the tourist's heightened sense of responsibility towards the environment and the search for a quality experience (Dickinson and Lumsdon 2012, Fullagar, et al. 2012). The new cultural and behavioral model of slowness implies a fundamental change in the concept of the consumption of goods and services with the concept of lifestyle being characterized by commitment, a strong sense of responsibility and the search for well-being in both life and work. The slow philosophy shouldn’t be interpreted as a temporary phenomenon, but rather as a life philosophy and a worldwide social movement that in recent years has characterized many social-economic elements in local communities (Parkins and Craig, 2006). The theme characterizing the paper is that the QoL, the collective well-being, cultural enrichment and slowness could become competitive factors in local development policies with particular reference to minor territory. The paper presents a project of local tourist development carried out in Italy in the territory of Umbria-Marche Apennines, with particular reference to the certification Value for time that was applied to the accomodation structures of the territory. Value for time identifies an area and the structures present, distinguishes them from their competitors and it is a synthesis of objective, values, cognitive and emotional element of territory. The certification Value for time consider four main areas Person, Administration, Sustainabilty, Territory and aims to establish a reputation, to offer added value to all components of the area and enhance the cultural social and economic identity.