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 Annual Council of Australasian University and Hospitality Education conference - Pullman Cairns International, Cairns, Australia
Duration: 11 Feb 201914 Feb 2019 (conference program);isbn=9780994514141;res=IELBUS (proceedings)


ConferenceCAUTHE 2019
Abbreviated titleSustainability of Tourism, Hospitality and Events in a Disruptive Digital Age
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