Market segmentation and relationship management of fashion tourism: an exploratory perspective

Abstract

This study aims to understand some of the main trends in tourist segmentation in the context of fashion tourism, with an emphasis on relationship marketing. The research study brings together a proposed conceptual model to understand some of the main determinants of tourist demand in fashion tourism environments and their behavioral intentions (i.e., satisfaction and loyalty). Fashion tourism is a niche market segment that evolved out of three major sectors: creative tourism, cultural tourism, and shopping tourism. Fashion tourism can be defined as the interaction between Destination Marketing Organizations (DMOs), trade associations, tourism suppliers, and host communities, with people traveling to and visiting a particular place for business or leisure to enjoy, experiment, discover, study, trade, communicate about and consume fashion. The present study represents an important contribution in relation to the management of tourist destinations and the development of the relationship with the consumer. This manuscript is an aid to marketing and management in specific contexts of fashion tourism. The present study has as its main limitation its embryonic stage, not including collection of primary data or development of an empirical study.