The concept of Slow Tourism has evolved in recent years, and while the literature discussion about the Cittàslow (Slow City) movement has been increasing, little is known about its application in destinations outside of Europe where it originated. Through a survey of visitors and residents, this study examined the awareness level of the movement in the pioneer case of Japan. The discussion of this paper sought to investigate the movement, as a way to understand the interest in, and appropriateness of increased visibility for Kesennuma Cittàslow, located in the northeast corner of Miyagi prefecture, Japan. The study provides new insights into the Cittàslow phenomenon that has been gaining attention within the academic discourse.
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