Positioning a destination as fashionable: The destination fashion conditioning framework

Clifford Lewis, Greg Kerr, Lois Burgess

Research output: Contribution to journalArticlepeer-review

7 Citations (Scopus)


Although the word fashion conjures images of glamorous people wearing the latest styles of clothing and accessories, fashion has an impact on almost all daily activities (O'Cass, 2001) including science,art, education, and literature (Blumer, 1969; Mintzberg, 2005; Sproles,1981). Fashion is closely linked with the latest trends, social practices,and innovative technologies (Lysikova, 2012), and permeates all public aspects of human behaviour (Atik & Firat, 2013; Radar, 1969). Due to the social nature of tourism consumption, and the destination's ability to ‘say something’ about the visitor, fashion also plays a significant role in tourism (Corneo & Jeanne, 1999; Greenwood, 1976).The academic literature acknowledges the relevance of fashion in tourism but has not investigated how a place may be constructed into a fashionable destination. Greenwood (1976), for example, suggests tourism is an industry in which fashion and the desire for novelty play a major role. Corneo and Jeanne (1999) similarly propose the choice of holiday destination is an example of behaviour affected by fashion.Both Morgan, Pritchard, and Piggott (2002) and Caldwell and Freire(2004) argue that owing to the public nature of tourism consumption,destinations function as fashion accessories. Wilson and Richards(2008) even found backpackers considered fashionable destinations as places they needed to experience. And, more recently, Lysikova (2012)established that tourism experts believed fashion had relevance to destination choice, the selection of tourist activities, and even the type of tourism undertaken.
Original languageEnglish
Pages (from-to)209-219
Number of pages11
JournalTourism Management
Early online date12 Dec 2018
Publication statusPublished - Jun 2019


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