A REPORT ON

BM391.1 TOURISM AND HOSPITALITY -1

Fashion Tourism

Submitted to

INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT (I2IM),

CHAROTAR UNIVERSITY OF SCIENCE & TECHNOLOGY
(CHARUSAT),
CHANGA

Prepared by:
Momin AkbarAli
ID.NO: 17BBA020
B.B.A PROGRAMME (17-20), SEMESTER-V

Under the guidance of

Ms. kirti Makwana

INDUKAKA IPCOWALA INSTITUTE OF MANAGEMENT (I2IM),

CHAROTAR UNIVERSITY OF SCIENCE & TECHNOLOGY
(CHARUSAT),
AT. & PO. CHANGA – 388 421 TA: PETLAD DIST. ANAND, GUJARAT

JULY 2019
 DECLRATION

I, AKBARALI MOMIN student of 3rd year BBA programme at Indukaka Ipcowala Institute of
Management (I2IM) hereby declare that the report on Tourism and Hospitality 1 is the result of
my own work. I also acknowledge the other works and publication cited in report.

PLACE: CHANGA AKBARALI

DATE :
 Particular Page
No.
1. Introduction to the Fashion Tourism
1.1 Broad Overview
2. Market Overview
2.1. Evolution of The Fashion Tourism
2.2. Indian Scenario of the Fashion Tourism
2.3 Present Situation Fashion Tourism
3. Segments Involved
3.1 Accommodation and Catering
3.2 Transportation
3.3 Travel Agents
3.4 Tour Operators
3.5 Private Sector Agents
3.6 Any Other
4. Contribution to Economy
4.1 Domestic
4.2 Foreign Investment/ Income Generation
4.3 Revenue Generation Model
5. Strategies Adopted
6. Growth Drivers
7. Government Initiatives
8. Related Policies
9. Notable Trends
10.Future Opportunities
11.Conclusion
12.References
 1. INTRODUCTION TO THE FASHION TOURISM

Source: The House Hotel Nişantaşı (Istanbul, Turkey)

Fashion Tourism is defined as the phenomenon of people travelling to and staying in places
outside their usual environment to enjoy, experiment and possibly consume fashion.

Fashion in tourism and fashion events are becoming nowadays one of the main sources of a competitive
advantage of a city and they are essential for the development and growth of a destination. The
environmental factors such as the fast technology development combined together with the customers‟
needs, behavior and the customers demand to attend fashion shows and to follow the latest trends support
and hinder fashion in Tourism to implement a successful strategy in order to boost tourism and shopping
activities in several cities around the world.

This dissertation will attempt to show how fashion in tourism contributes a great percentage to gross
domestic product by supporting the economic growth and by following the latest tourism trends, by
including analysis of workings on the matter and interviews by people who are attached to the fashion
industry. Customers and travellers‟ needs and expectations have changed radically the last years.
Nowadays consumers are being affected from environmental trends, from the evolution of technology,
social media and the marketing strategies that influence their psychology and behavior.

“According to the tourism statistical data of the U.S. Office of Travel and Tourism Industries on tourism
performance, shopping ranked as the top participation activity for Asians (90%) and Western Europeans
(86%), and Eastern European tourists (85%). Detailed profiles for countries of origin show that shopping
is on the top among all other tourist activities for the European countries of Ireland (93%), Spain (82%),
and Italy (79%). Asian shopping participation percentages are particularly high in Taiwan (93%) and
Japan (92%)”.

1.1 overview of fashion tourism

Fashion is undoubtedly the most influential phenomenon of this generation. The current generation
makes their rebellion, their ideas, and their thoughts all known through the style that they embrace.
Thus, when the fashion sensibilities of a particular country match their own, people are naturally
drawn towards to explore more of the options.

In spite of the world going global, there is also the fact that not everything is available everywhere
yet. There are certain items and even designer labels that are not accessible beyond the boundaries
of particular countries. Naturally, fashion enthusiasts are attracted towards such location to fill up on
their quota of fashion and also have some sightseeing on the sides.

The Constituents of Fashion Tourism

The modern tourist is no longer only attracted by the sands and seas of the typical tourism
packages. The destinations worldwide understand this shift and are thus modifying their approach to
draw in more tourists to their land. One of the evidence of that modified approach lies in the rising
trend of shopping festivals around the world. Shopping festivals in places like Dubai, Hong Kong,
and more attract tourists from all over the globe. The aim of these shopping festivals is to foster
economic growth by providing high-quality services and products based mostly on the respective
cultures.

To understand this component of fashion tourism, you can take a look at the very famous Hong
Kong shopping festival that takes place in the month of June and August. This festival, marketed as
‘east meets west,’ makes fashion lovers of the world travel to the oriental city. Dubai shopping
festival, starting on February 15, 1996, is one the trendsetters in this matter.

Shopping is one of the major activities of interest for tourists on leisure trips. The destinations are
aware of this fact and to that end provide special shopping packages for tourists. There are groups
of tourists for whom shopping is the main agenda and for the other group shopping for souvenirs is
just a part of the trip. The shopping packages are made to cater to the needs of both of these groups
of travelers.

The Top Destinations for Fashion Tourism

Paris, France

New York, United States of America

Sydney, Australia

2. MARKET OVERVIEW
2.2. Evolution of the fashion tourism

The best way to analyze the phenomenon of Fashion in tourism would be firstly to analyze the definition
and then categorize it into three sectors. Fashion in tourism is a niche market segment which can be
defined as the phenomenon of people voyaging to and staying in destinations in order to enjoy, shop,
experiment and finally consume fashion. Fashion tourism is a niche market segment categorized into
three sectors which are Creative Tourism, Cultural Tourism and finally Shopping Tourism. Moreover,
Fashion Tourism is correlated with the interaction between Destination Marketing Organizations
(DMOs), tourism suppliers and host communities, but also with people visiting a destination in order to
enjoy, discover, study, experiment, exchange information about history and cultures, communicate with
people with different background and beliefs, share their experiences via social media and last but not
least consume fashion.

It is a common knowledge that cities and Destination Marketing Organizations are trying to boost their
economy and their image in order to attract more visitors annually using the cultural industries in order to
develop tourism. The need and the importance of the adoption of Fashion tourism in several destinations
has been underlined as fashion has been adopted and promoted in many cities. The case of London
through its fashion week is the best example to describe how it became one of the biggest show and
events globally

2, Indian Scenario of the fashion tourism