Abstract
Over the past number of years, luxury tourism is changing as sustainability concerns, shifting consumer values, and new policy frameworks challenge older ideas of extravagance and exclusivity. This paper explores how modern luxury tourism is being shaped by slow travel, meaningful experiences, and stronger connections with local communities, focusing on Ireland and the wider European Union. Using an action-research approach, the study is based on the creation and running of Within the Village, a village-based luxury tourism accommodation in the west of Ireland, founded on the principles of the Italian Albergo Diffuso (scattered hotel) sustainable model. Through repeated cycles of planning, action, and reflection, the research examines how sustainable luxury practices work in real and remote settings like Connemara and how Irish and EU tourism policies are applied at the local level. The findings show a clear move toward forms of luxury based on time, authenticity, sustainability, relationships, and sense of place. The authors contribute new empirical, conceptual, and methodological insights by showcasing how sustainable luxury tourism can function at village scale, while also highlighting ongoing gaps between policy goals and the practical support available to achieve them.
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Recommended Citation
Murphy, Maria E.; Hanrahan, James Dr; and Carty, John
(2026)
"Rethinking Luxury in Tourism: Slow Travel, Signature Experiences, Alternative Accommodation and Policy Interaction in the Irish and EU Context,"
Irish Journal of Tourism, Hospitality, Leisure and Event Research:
Vol. 1, Article 1.
Available at:
https://arrow.tudublin.ie/ijthle/vol1/iss1/1