The Role of Tourism Destinations within the Online Presence of Fashion Weeks

Nadzeya Kalbaska; Estefanía Ayala Ramírez; Lorenzo Cantoni

doi:10.6092/issn.2036-5195/7245

Authors

Nadzeya Kalbaska USI – Università della Svizzera italiana

PhD in Communication Sciences, is postdoctoral researcher and lecturer at USI – Università della Svizzera italiana (Lugano, Switzerland). Her research focus is on online communication practices and digital strategies, ranging from the use of IT for Human Resource Management to online usages and usability studies in fashion & luxury, tourism, and event management. Nadzeya is the immediate past General Secretary of the International Federation for Information Technologies in Travel and Tourism (IFITT). She serves Google within Google Online Marketing Challenge as a part of its Global Academic Panel.
Estefanía Ayala Ramírez USI – Università della Svizzera italiana

Master student of International Tourism at USI – Università della Svizzera italiana in Lugano, Switzerland. She holds a Marketing degree and currently writing her master´s thesis. Her experience as event organizer influenced her main research interests, which are event and tourism management; her recent collaboration with fashion brands like H&M and David´s Bridal inspired her to focus on the specific case of fashion events and tourism; other research interests are applied to the ICT use in the tourism industry.
Lorenzo Cantoni USI – Università della Svizzera italiana

He graduated in Philosophy and holds a PhD in Education and Linguistics.
L. Cantoni is full professor at USI - Università della Svizzera italiana (Lugano - Switzerland), Faculty of Communication Sciences, where he served as Dean of the Faculty in the academic years 2010-2014. He is currently director of the Institute for Communication Technologies and scientific director of the laboratories webatelier.net, NewMinE Lab: New Media in Education Lab, and eLab: eLearning Lab. L. Cantoni is chair-holder of the UNESCO chair in ICT to develop and promote sustainable tourism in World Heritage Sites, established at USI, and president of IFITT – International Federation for Information Technologies in Travel and Tourism. His research interests are where communication, education and new media overlap, ranging from computer mediated communication to usability, from eLearning to eTourism, and from ICT4D to eGovernment and Digital Fashion.

DOI:

https://doi.org/10.6092/issn.2036-5195/7245

Keywords:

Destination branding, Tourism marketing, Fashion weeks, Event management, Website design, Digital fashion

Abstract

Special events, if well organized, assist a tourism destination to improve its image and to attract new visitors. Though there is an emerging research on the connection between tourism destinations and fashion events, very few is known about how online presence of tourism destinations is framed with the help of established fashion events.

The purpose of this research is to study four primary destinations holding their respective major fashion weeks accordingly: New York and “New York Fashion Week”, London and “London Fashion Week”, Milan and “Milan Fashion Week”, Paris and “Paris Fashion Week”.

This research identifies the role of tourism destinations in the online presence of the four primary “fashion weeks”. To do so, two converging analyzes are done: on one hand, the websites and online presence of the fashion weeks are analyzed, to assess tourism related content; on the other hand, the websites of Destination Management Organizations at the city level are inspected, to assess the presence and relevance they provide to fashion weeks.

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The Role of Tourism Destinations within the Online Presence of Fashion Weeks

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