The aim of this study is to determine whether a “slow tourism” image, coupled with value co-creation, can help develop sustainable tourist destinations. The study adapts a “slow destination image” scale and proposes that online value co-creation can be a valid strategy in the quest to encourage pro-environmental behaviors among visitors. A quantitative empirical study is conducted on a sample of Spanish domestic tourists (n = 681) and a covariance-based structural equation modeling analysis is performed. The findings of the study add value to the literature, providing empirical evidence that a “slow destination” image has a positive effect on tourist pro-environmental behavior and that online value co-creation has a positive and significant effect on “slow destination” image and tourist pro-environmental behavior. The study will also be of practical use to destination/tourism agents, both public and private, by indicating how to develop a type of tourism—slow tourism—and a marketing strategy—online value co-creation—that are useful for building sustainability and applicable to any tourist destination.

中文翻译：

---

共同打造“慢目的地”形象能否促进可持续发展？

本研究的目的是确定“慢旅游”形象与价值共同创造是否有助于开发可持续的旅游目的地。该研究采用了“慢速目的地形象”量表，并提出在线价值共同创造可以成为鼓励游客环保行为的有效策略。对西班牙国内游客样本（n = 681）进行定量实证研究，并进行基于协方差的结构方程模型分析。该研究的结果增加了文献的价值，提供了经验证据，证明“慢速目的地”形象对游客的环保行为有积极影响，在线价值共创对“慢速目的地”形象有积极而显着的影响和游客的环保行为。该研究还将对公共和私营目的地/旅游代理商具有实际用途，指出如何开发一种旅游类型（慢旅游）和营销策略（在线价值共创），这有助于建立可持续发展和适用于任何旅游目的地。