Can co-creating a “slow destination” image boost sustainability? Frías Jamilena, Dolores María Polo Peña, Ana Isabel Peco Torres, Francisco Sabiote Ortiz, Carmen María Slow tourism “Slow destination” image Pro-environmental behavior Value co-creation Sustainability Online media This work was supported by the Cátedra de Gestión Turística, Empleo y Desarrollo from the Junta de Andalucía. Funding for open access charge: Universidad de Granada / CBUA. 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 proenvironmental 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. 2024-05-06T06:55:27Z 2024-05-06T06:55:27Z 2024-05-03 journal article D.M. Frías-Jamilena et al. Can co-creating a “slow destination” image boost sustainability? Journal of Destination Marketing & Management 32 (2024) 100898. https://doi.org/10.1016/j.jdmm.2024.100898 https://hdl.handle.net/10481/91383 10.1016/j.jdmm.2024.100898 eng http://creativecommons.org/licenses/by-nc/4.0/ open access Atribución-NoComercial 4.0 Internacional Elsevier