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The Role of Tourism Destinations within the Online Presence of Fashion Weeks

Authors:
  • Gdańsk University of Technology

Abstract and Figures

Special events, if well organized, assist a tourism destination to improve its image and attract new visitors. Though there is an emerging research on the connection between tourism destinations and fashion events, little is known about how online presence of tourism destinations is framed with the help of established fashion events. The purpose of this research is to study four primary destinations holding major fashion weeks: New York and “New York Fashion Week”, London and “London Fashion Week”, Milan and “Milan Fashion Week”, Paris and “Paris Fashion Week”. This research identifies the role of tourism destinations in the online presence of the four primary “fashion weeks”. To do so, two converging analyzes are done: on one hand the websites and online presence of the fashion weeks are analyzed, assessing tourism related content; on the other hand, the websites of Destination Management Organizations at the city level are inspected with the main aim of assessing the presence and relevance they provide to fashion weeks.
Content may be subject to copyright.
PLEASE REFER TO THE PRINTED ARTICLE AND CITE IT AS FOLLOWS:
Kalbaska, N.; Ayala, E.; Cantoni, L. (2018). The Role of Tourism Destinations within the Online Presence of
Fashion Weeks. Almatourism - Journal of Tourism, Culture and Territorial Development, 9(9), 87-114. 2018.
DOI: 10.6092/issn.2036-5195/7245
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... Eventos bem planejados e organizados tendem a ajudar um destino turístico a melhorar sua imagem e atrair visitantes (Kalbaska et al., 2018). Em específico, os eventos de moda vêm contribuindo para a valorização das cidades e regiões turísticas (Liberato et al., 2021), e, assim, introduzem-se como objeto de estudo na produção científica de eventos, pelo fato de ampliarem a oferta do setor de eventos, colaborarem para o marketing e reputação das cidades, além de beneficiarem a economia. ...
... Nessa perspectiva, visualiza-se que os eventos de moda atuam como mecanismos multiplicadores da economia, visto que suas atividades beneficiam outras indústrias. Em decorrência dos benefícios ocasionados pelo setor da moda aos destinos, governos e instituições reconheceram a relevância que essa indústria possui na concepção de identidade e como vantagem estratégica para as cidades (Kalbaska et al., 2018). No Brasil, o Ministério do Turismo (2015 apontou que o setor de vestuário brasileiro impulsiona o turismo nacional, em virtude da possibilidade de captar demanda para realizar compras e/ou negócios neste mercado. ...
... Semanas de moda e marketing digital: A análise que discute a maneira pela qual os destinos turísticos empregam o uso do marketing digital na promoção e divulgação de semanas de moda, com o objetivo de atrair turistas e posicionar-se estrategicamente no mercado, contempla um debate acerca da aplicação do marketing como ferramenta contribuinte para o mercado de eventos e do turismo. Kalbaska et al. (2018) enfatizam que os destinos turísticos precisam desenvolver de maneira mais assertiva suas estratégias para a promoção das semanas de moda, especialmente no ambiente digital. ...
Article
Full-text available
Eventos de moda são emblemáticos para o turismo, pois ampliam o fluxo de visitantes, contribuem para a imagem dos destinos e favorecem o comércio local, sendo um campo promissor para a realização de pesquisas científicas. O presente artigo objetivou analisar a produção científica sobre eventos de moda que fomentam a atividade turística em periódicos nacionais e internacionais no período entre 2001 e 2021. A pesquisa é caracterizada como exploratória, bibliográfica e qualitativa, a partir de uma revisão sistemática da literatura. Os dados foram coletados em bases de dados selecionadas, por meio da combinação de palavras-chave específicas resultando em seis artigos científicos, os quais foram analisados sob o viés da análise de conteúdo. Os resultados apontam uma predominância de estudos de caso de abordagem qualitativa, tendo como objeto de estudo eventos de moda executados em um contexto local. Os achados demonstram o baixo volume de produção científica proveniente da correlação entre eventos de moda e a atividade turística, impondo uma limitação na disseminação da literatura sobre o assunto.
... The higher the perceived value associated with a destination, the greater the overall satisfaction with it [31]. Over time, local governments and institutions began to realize the role of fashion as a creator of identity and strategic advantage, since fashion events attract many visitors, promoting the aesthetic and creative characteristics of a city [32] emerging as differentiating elements, capable of adding value to a destination, in an increasingly competitive tourism market [33,34]. Thus, fashion events become crucial in the process of promoting a tourism destination worldwide and attracting a high number of visitors [35] offering the city the opportunity to achieve direct and indirect economic and social benefits [32,36]. ...
... Over time, local governments and institutions began to realize the role of fashion as a creator of identity and strategic advantage, since fashion events attract many visitors, promoting the aesthetic and creative characteristics of a city [32] emerging as differentiating elements, capable of adding value to a destination, in an increasingly competitive tourism market [33,34]. Thus, fashion events become crucial in the process of promoting a tourism destination worldwide and attracting a high number of visitors [35] offering the city the opportunity to achieve direct and indirect economic and social benefits [32,36]. ...
... Over time, local governments and institutions began to realize the role of fashion as an identity creator and strategic advantage, since fashion events attract many visitors, promoting the aesthetic and creative characteristics of a city [32], emerging as differentiating elements, capable of adding value to a destination, in an increasingly competitive tourism market [33,34]. ...
Conference Paper
In the tourism sector, the hosting of events has been playing an increasingly significant role in attracting visitors and differentiating between competing destinations. Events play an important role in a destination’s marketing strategy. There are several motivational typologies that induce the growth in the number of participants in fashion events, among them getting to know designers, brands, and new collections, as well as following the trends. Professional motivation is growing as a result of participation and collaboration in the organization of the event itself, or because they intend to get to know the work and stay updated on the strategies used by partner companies and competitors in the sector, representing the place and the moment where new trends are presented for the first time and the occasion where partnerships and commercial exchanges between production, commercialization, and consumption areas take place. The industry strategy for the involvement of all stakeholders in the organization of events associated with a large producing region will emphasize the international involvement of participants, the international competitiveness of the industry, and the tourism destination. It intends to stimulate the region in the perspective of an economically sustainable model and integrate a destination governance strategy associated with this industry. This research aims, through the application of questionnaires to participants of fashion events held in the city of Porto between the months of September 2019 and February 2020, to assess the degree of participation, motivation for participation, evaluation of the experience of participation in the event, and corresponding degree of satisfaction. The main results highlight that fashion events can add value to the city of Porto and are directly related to its image and personality as a city and its active, cultured, and cosmopolitan lifestyle.
... Over time, local governments and institutions have begun to realize the role of fashion as an identity creator and strategic advantage. In fact, shopping tourism is one of the main tools used by DMOs to enhance a destination's offer and increase demand flows [4], since tourists increasingly buy fashion and handicraft products during their trips [5,6]. Also, fashion events attract many visitors, promoting the aesthetic and creative characteristics of the city in which they take place [4], being fashion weeks one of the main tools for the attribution of the title of fashion city to a tourism destination [7,8]. ...
... In fact, shopping tourism is one of the main tools used by DMOs to enhance a destination's offer and increase demand flows [4], since tourists increasingly buy fashion and handicraft products during their trips [5,6]. Also, fashion events attract many visitors, promoting the aesthetic and creative characteristics of the city in which they take place [4], being fashion weeks one of the main tools for the attribution of the title of fashion city to a tourism destination [7,8]. ...
... The fashion events emerge as differentiating elements, capable of adding value to a tourism destination, in an increasingly competitive market [11][12][13]. Indeed, fashion events, in general, and fashion weeks are crucial in the process of promoting a tourism destination worldwide and attracting a high number of visitors [11], offering the host city the opportunity to achieve several direct and indirect economic and social benefits [4,14]. ...
Conference Paper
Over the last years, fashion events tourism has been increasing, namely through promotional events, in which designers and fashion companies present their new collections, attracting visitors that meet their needs of shopping experiences and attending fashion events. The objective of this research work is to identify the effects of the realization of a fashion week in the sustainable development of a city, as a tourism destination. On the empirical side, using a qualitative methodology, the research presents a case study that relates the Portugal Fashion event with the sustainable development of the city of Porto as a tourism destination. The main conclusions show that the Portugal Fashion adds value to Porto and contributes to the sustainable development of both the economic and socio-cultural perspectives. However, it is crucial that the several stakeholders of the city cooperate so that the benefits from this event are maximized.
... In this sense, both fashion events and fashion weeks are crucial in the process of promoting a global tourism destination and attraction of a high number of visitors (Hall, 1989), offering the city the opportunity to achieve direct and indirect economic and social benefits (Weller, 2008;Kalbaska, et al., 2018). ...
... In fact, over time, local governments and institutions have begun to realize the role of fashion as a creator of identity and strategic advantage, since fashion events attract a large number of visitors, promoting the aesthetic and creative characteristics of a city (Kalbaska et al., 2018), emerging as differentiating elements, capable of adding value to a destination, in an increasingly competitive tourist market (Russo & van der Borg, 2002;Chilese & Russo, 2008). Thus, fashion events become crucial in the process of promoting a world-class tourist destination and attracting a large number of visitors (Hall, 1989), offering the city the opportunity to achieve direct and indirect economic and social benefits (Weller, 2008;Kalbaska et al., 2018). ...
... In fact, over time, local governments and institutions have begun to realize the role of fashion as a creator of identity and strategic advantage, since fashion events attract a large number of visitors, promoting the aesthetic and creative characteristics of a city (Kalbaska et al., 2018), emerging as differentiating elements, capable of adding value to a destination, in an increasingly competitive tourist market (Russo & van der Borg, 2002;Chilese & Russo, 2008). Thus, fashion events become crucial in the process of promoting a world-class tourist destination and attracting a large number of visitors (Hall, 1989), offering the city the opportunity to achieve direct and indirect economic and social benefits (Weller, 2008;Kalbaska et al., 2018). ...
Conference Paper
Fashion events have the particularity of adding recognition and value to host cities, which is reflected in a competitive advantage over competing destinations. However, the tourism of fashion events is not properly valued by the tourism industry, and therefore, this investigation aims to deepen scientific knowledge about this tourism segment. The general objective of this study is to understand the role of fashion events in the northern region of Portugal, in general, and in the city of Porto as tourism destinations. The selected instrument for data collection was the semi-structured interviews, which were conducted with three representatives of DMO’s. Respondents believe those fashion events held in the city of Porto would be more advantageous for the tourism sector if they were promoted on a wider scale; fashion events have the ability to add value to the city of Porto and are directly related to its image and the personality of the city and its active, cultured and cosmopolitan lifestyle; there is a general concern, by the organization of these events, for the valorisation of tourist resources and emblematic places of the city. Finally, respondents recognize that the participants of the fashion events, in addition to the innovation, presentation, organization and experience of the events, value Portugal, in general, and the city of Porto, in particular as tourism destinations and in this perspective, take advantage of the participation in the event to get to know the city. Most participants return in subsequent editions extend their stay and travel accompanied by family and/or friends.
... Over time, local governments and institutions have begun to perish the role of fashion as a creator of identity and strategic advantage, since fashion events attract many visitors, promoting the aesthetic and creative characteristics of a city (Kalbaska, Ayala Ramírez, & Cantoni, 2018), emerging as dierentiating elements, capable of adding value to a destination, in an increasingly competitive tourist market (Weller, 2008;Kalbaska, Ayala Ramírez, & Cantoni, 2018). Thus, fashion events are crucial in the process of promoting a world-class tourism destination and attracting many visitors (Getz, 2013;Ziakas, 2014) oering the city the opportunity to achieve direct and indirect economic and social benets (Weller, 2008;Kalbaska, Ayala Ramírez, & Cantoni, 2018). ...
... Over time, local governments and institutions have begun to perish the role of fashion as a creator of identity and strategic advantage, since fashion events attract many visitors, promoting the aesthetic and creative characteristics of a city (Kalbaska, Ayala Ramírez, & Cantoni, 2018), emerging as dierentiating elements, capable of adding value to a destination, in an increasingly competitive tourist market (Weller, 2008;Kalbaska, Ayala Ramírez, & Cantoni, 2018). Thus, fashion events are crucial in the process of promoting a world-class tourism destination and attracting many visitors (Getz, 2013;Ziakas, 2014) oering the city the opportunity to achieve direct and indirect economic and social benets (Weller, 2008;Kalbaska, Ayala Ramírez, & Cantoni, 2018). ...
Article
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Fashion events contribute to the enhancement of cities and regions as tourism destinations. The aim of this study is to understand the inuence of the individual prole and characteristics of the trip in the evaluation of the experience considering the participation in fashion events and understand the inuence of the experience of participation in the event, in the evaluation of the experience and the degree of satisfaction with the event. On the empirical side, using a quantitative methodology, the research presents a case study, investigating the relationship between the dimensions individual prole, characteristics of the trip, experience, current experience and satisfaction. Main ndings show that Individual Prole, Characteristics of the Trip and Participation in Event positively aects the Evaluation of Experience, and Participation in the event positively aects the degree of satisfaction regarding the event. In terms of managerial implications, the authors suggest the existence of a mutual eect between the Individual Prole, the Characteristics of the Trip and the Knowledge and Participation in previous editions with the way that participants of fashion events will experience and evaluate their satisfaction regarding the event.
... Another field converging with fashion through pop culture is tourism. Many cities around the world benefit every year from fashion weeks that count millions of visitors (Gravari-Barbas & Kalbaska, forth.; Kalbaska et al., 2018a). In popular culture, fashion style is mainly dominated by Paris, which is seen as the fashion capital "par excellence". ...
... Another field converging with fashion through pop culture is tourism. Many cities around the world benefit every year from fashion weeks that count millions of visitors (Gravari-Barbas & Kalbaska, forth.; Kalbaska et al., 2018a). In popular culture, fashion style is mainly dominated by Paris, which is seen as the fashion capital "par excellence". ...
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This study aims to understand some of the main trends in tourist segmentation in the context of fashion tourism, with an emphasis on relationship marketing. The research study brings together a proposed conceptual model to understand some of the main determinants of tourist demand in fashion tourism environments and their behavioral intentions (i.e., satisfaction and loyalty). Fashion tourism is a niche market segment that evolved out of three major sectors: creative tourism, cultural tourism, and shopping tourism. Fashion tourism can be defined as the interaction between Destination Marketing Organizations (DMOs), trade associations, tourism suppliers, and host communities, with people traveling to and visiting a particular place for business or leisure to enjoy, experiment, discover, study, trade, communicate about and consume fashion. The present study represents an important contribution in relation to the management of tourist destinations and the development of the relationship with the consumer. This manuscript is an aid to marketing and management in specific contexts of fashion tourism. The present study has as its main limitation its embryonic stage, not including collection of primary data or development of an empirical study.KeywordsSegmentationFashion tourismTourism marketingRelationship management
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The purpose of this study is to investigate the relationship between owner-manager control and nonfamily member employees’ affective commitment in small family business. It is frequently stated in the family business literature that family business is different from nonfamily business, and that these differences can significantly impact outcomes. Based on this assumption, this study examines the extent to which that is true in the case of managerial control and its relationship to employees’ affective commitment. The research design incorporated a quantitative correlational approach using survey data. The study uses a survey with a 177-sample population of the non-family employee who works at the small family business in the foodservice sector located across Victoria, Australia. The results show that there is a positive correlation between managerial capability controls, the relationship quality (LMX), and the affective commitment.
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Why has ‘creativity’ become such an important aspect of development strategies in general, and of tourism development in particular? Why is this happening now, apparently simultaneously, in so many destinations across the globe? What is the difference between cultural tourism and creative tourism? These are important questions we seek to answer in this book. The aim of this volume is to examine critically the developing relationship between tourism and creativity, the articulation of the ‘creative turn’ in tourism, and the impact this has on theoretical perspectives and practical approaches to tourism development. Download the text here: https://bauldelturismo.com/wp-content/uploads/2018/07/Tourism-Creativity-and-Development-Greg-Richards.pdf
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A creative idea will not thrive without hard work of those who support it. The big dream of Dynand Fariz, who initiated Jember Fashion Carnaval, is to make an alternative brand for Jember as the Tobacco City. As a matter of facts, the tobacco production in Jember has been declining due to the massive campaigns of anti-tobacco. Jember is now well known as a City of World Carnival’. The streets in the city are utilized as catwalks for fashion carnival. In the carnival, creative costumes with local-global characteristic are displayed in a massive scale. The event becomes a public art exhibition. The regular events have encouraged everyone to promote and carry out the mission of the city. The involvement of all levels of society in creative activities has ultimately founded solid corporate culture that becomes the new identity of Jember community.
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Creativity has become increasingly important for the development of tourism in cities in recent years. As competition between cities grows, they increasingly seek to distinguish themselves through creative strategies. In the field of tourism, however, such strategies may arguably be counter-productive, as the race to produce distinction often results in cities adopting similar creative development models. In particular, many cities rely on the ideas of creativity 'gurus' such as Richard Florida and Charles Landry to provide creative solutions to a wide range of cultural, social and economic problems. However, by following such exogenous prescriptions, adopting forms of 'fast policy' and copying ideas from other 'creative cities' through 'policy tourism', the result is often a form of serial reproduction, unattractive to the very tourists cities seek to attract. This review paper examines the search of many cities for distinction through creativity, and analyses the development of different forms of creativity, including creative industries and creative cities strategies and creative tourism. It argues that the shift away from tangible to intangible competitive advantage is continuing, with a trend towards relational forms of tourism based on creativity and embedded knowledge. These processes are illustrated by reviews of the literature relating to cities around the world.
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This study examines the changes in expenditure patterns of attendees to recurring annual events, with specific emphasis on the effects of repeat attendance and travel distance. This study utilizes a unique dataset accumulated from six consecutive years at a recurring annual event hosted in Miami, United States. By using the Almost Ideal Demand System (AIDS), we estimate price elasticities and cross-price elasticities among tourist expenditure categories, while jointly examining the effects from the trip characteristics of repeat attendance and travel distance. From the econometric analysis, we find expenditure, own-price, and cross-price elasticities that conform to the literature and confirm the strong inter-relationship among the respective categories of the overall travel budget. In addition, our results confirm a significant difference in expenditure patterns between first time and repeat attendees, as well as between long haul and short haul travelers.
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The rapidly developing relationship between tourism and creativity, arguably heralds a ‘creative turn’ in tourism studies. Creativity has been employed to transform traditional cultural tourism, shifting from tangible heritage towards more intangible culture and greater involvement with the everyday life of the destination. The emergence of ‘creative tourism’ reflects the growing integration between tourism and different placemaking strategies, including promotion of the creative industries, creative cities and the ‘creative class’. Creative tourism is also arguably an escape route from the serial reproduction of mass cultural tourism, offering more flexible and authentic experiences which can be co-created between host and tourist. However the gathering critique also highlights the potential dangers of creative hype and commodification of everyday life.
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The aim of the present work is to investigate the role of fashion in branding a city as a fashion city, through an analysis of tourists’ and fashion consumers’ perceptions of Florence, Italy. The analysis was based on how the city’s fashion industry and image were perceived by tourists and how such perceptions influenced their decisions to visit Florence. The data were gathered from a field survey carried out during the months of March and April 2015. A questionnaire was created and administered in person to tourists and fashion consumers around the via Tornabuoni, a famous luxury street in the historic city centre of Florence. Tourists’ and fashion consumers’ perceptions of the city’s image and its shopping opportunities were subsequently analysed. The results demonstrate the significant role that fashion plays in the global attractiveness of Florence as a fashion city by improving its image, promoting positive tourist perceptions and strengthening the competitiveness of local fashion brands and shops. Some interesting implications for managers of fashion brands and city marketers were also found, as both the branding and the status of Florence as a fashion city can influence the future success of the fashion industry.
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This article reviews ‘event tourism’ as both professional practice and a field of academic study. The origins and evolution of research on event tourism are pinpointed through both chronological and thematic literature reviews. A conceptual model of the core phenomenon and key themes in event tourism studies is provided as a framework for spurring theoretical advancement, identifying research gaps, and assisting professional practice. Conclusions are in two parts: a discussion of implications for the practice of event management and tourism, and implications are drawn for advancing theory in event tourism.
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Seasonality is a protracted problem for the tourism sector due to the uneven nature of demand and the relatively fixed nature of the supply of capacity and resources, particularly in the attraction sector. Managing the demand and supply at an individual business level poses many challenges for attraction infrastructure that is fixed in time and space and has a finite capacity. This paper explores how attraction managers develop and use special events as a tool to address issues of seasonality at a country level. The results show that: 70% of businesses remained open throughout the year, albeit with reduced opening hours to attract more visitors; 39% of attractions that stay open host special events; the local community is a key source market for special events; the periodicity of events and themes engage visitors most effectively. Business responses to seasonality are a more complex issue than conventional tourism research has recognised.
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During the 1990s, the Belgian city of Antwerp underwent a branding process as a fashion city. This example does not follow the pattern of contemporary fashion cities, which are chiefly based on major trade activity around fashion. Unlike other celebrated fashion capitals (London, Milan, New York or Paris), Antwerp never hosted any Fashion Week. Conversely, Antwerp's status as a fashion capital was created within the logic of organised tourism and mega-cultural events. The intertwining of both public and private networks of influence resulted in fashion's becoming absorbed by the local institutions as Antwerp's most characteristic creative industry.