Fashion as a means of managing overtourism

Clifford Lewis, Celeste Rossetto

Research output: Book chapter/Published conference paperConference paperpeer-review


While tourism can help build and sustain destinations, overtourism can result in degradation of the destination. Overtourism poses a serious challenge as the number of tourists continues to increase, and the cost of travel continues to decline. This paper proposes that marketers may manage overtourism by positioning the destination as fashionable to specific segments. Being fashionable will help ensure the destination can benefit from the economic impact of tourism while controlling its impact on environmental and socio-cultural factors. Accordingly, this research explores the indicators consumers use to evaluate if a destination is fashionable. By understanding these indicators, marketers could implement strategies to position themselves as fashionable to desired segments.
Original languageEnglish
Title of host publicationSustainability of Tourism, Hospitality & Events in a Disruptive Digital Age
Place of PublicationAustralia
Number of pages4
Publication statusPublished - 2019
EventCAUTHE 2019: 29th CAUTHE conference - Pullman Cairns International, Cairns, Australia
Duration: 11 Feb 201914 Feb 2019 (conference program) (Host location conference website)


ConferenceCAUTHE 2019
Abbreviated titleSustainability of Tourism, Hospitality and Events in a Disruptive Digital Age
OtherCAUTHE’s 2019 theme ‘Sustainability of Tourism, Hospitality and Events in a Disruptive Digital Age’ explores how the industry can implement change sustainably in the digital era to ensure social, cultural, economic and natural environments continue to benefit. The first stream of the conference is dedicated to exploring innovative approaches and the strategic thinking needed to adapt and implement processes and practices in order to achieve such sustainability within the digital expansion around tourism. Building upon this stream, we invite delegates to examine specific facets of this challenge through demand side, supply side and research and theory development.
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