A critical assessment of the role of fashion in influencing the travel decision and destination choice

While the word fashion is often associated with clothing and accessories, the objective of this paper is to argue that as a broader concept, fashion has relevance to tourism. It is argued that fashion can influence behaviour and both the decision to travel, and the destination selected may in some cases be a fashion statement by the traveller. Following discussion as to the meanings and explanations of fashion, a conceptual model is presented having the purpose of demonstrating how fashion can be a moderating variable in the travel decision and destination selection process. The model proposes the influence of fashion on leisure tourism, and is a foundation for future studies to further investigate fashion and tourism.