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The purpose of this study is twofold: (1) to investigate the extent to which the image of a slow city motivates domestic tourists to visit a destination and (2) to investigate the impact of the slow city on visitors’ behavior, in terms of information search, decision making, holiday experience, and post-holiday experience. To accomplish these objectives, the study follows the rules of qualitative research methods, conducting interviews with 24 domestic visitors to Seferihisar, Turkey’s first accredited slow city. Our findings confirm that the image of a slow city influences the first three stages of visitor behavior, namely motivations, information search, and decision making. The study also shows that visitors had both positive and negative experiences during their holidays and that the slow city had a positive influence over their future intentions.

There appears to be a close relationship between the concept of slow city and the tourism industry, in respect of sustainable life and sustainable destination marketing. Due to the lack of empirical studies focusing upon this relationship, the present chapter aims to analyze the probable effects of the trend toward slow city on tourist destinations, in terms of sustainable marketing. To accomplish these objectives, the study uses qualitative research methods, conducting interviews with domestic tourists and local residents, as well as owners and managers of tourism establishments. The results are represented as a sample across three different categories. In light of the data assessment, the chapter revisits the list of the above-mentioned objectives and provides empirical evidence emphasizing the value of slow city in maintaining sustainability in terms of destination marketing, although some objections suggest that sustainability remains at risk.