Digital fashion weeks and tourism destination attractiveness: effects on traveler perception and intention

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PurposeThis study aims to investigate how tourist experiences of digital fashion weeks influence tourism-related perceptions and behavioral intentions. Drawing on the experience economy framework and the cognitive-affective-conative model, this study explores how the esthetic, entertainment, educational and escapist experiences of digital fashion weeks shape destination attractiveness and tourists' emotional responses and behavioral intention.Design/methodology/approachAn online survey was conducted with 524 international participants who had previously engaged with digital fashion week events. Structural equation modeling and bootstrapping-based mediation analysis were used to test the proposed hypotheses.FindingsEsthetic experiences significantly enhance entertainment, educational and escapist experiences. Entertainment and escapism positively affect both destination attractiveness and happiness, which subsequently predict behavioral intention, while education, although positively influenced by esthetics, does not significantly impact tourism-related outcomes. Mediation analysis confirms that entertainment and escapism mediate the indirect effects of esthetics on destination attractiveness and happiness.Originality/valueThis study extends the literature on tourism and the experience economy by conceptualizing digital fashion weeks as immersive, city-linked experiences that can shape tourist perceptions and behaviors. The authors integrate two theoretical frameworks to provide a novel explanation of how digitally mediated fashion content influences tourist psychology and behavior. The findings extend the experience economy and tourism literature into the domain of virtual fashion events and offer strategic implications for cities, tourism boards and fashion organizations. 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Semanas de la moda digital y atractivo de los destinos tur & iacute;sticos: efectos en la percepci & oacute;n y la intenci & oacute;n de los viajerosResumenObjetivoEste estudio investiga c & oacute;mo las experiencias tur & iacute;sticas de las semanas de la moda digital influyen en las percepciones y las intenciones de comportamiento tur & iacute;sticas. Bas & aacute;ndonos en el marco de la econom & iacute;a de la experiencia y en el modelo cognitivo-afectivo-conativo (CAC), exploramos c & oacute;mo las experiencias est & eacute;ticas, de entretenimiento, educativas y escapistas de las semanas de la moda digital dan forma al atractivo de los destinos y a las respuestas emocionales y a las intenciones de comportamiento de los turistas.Dise & ntilde;o/metodolog & iacute;a/enfoqueSe realiz & oacute; una encuesta en l & iacute;nea a 524 participantes internacionales que hab & iacute;an participado previamente en eventos de la semana de la moda digital. Se emplearon modelos de ecuaciones estructurales (SEM) y an & aacute;lisis de mediaci & oacute;n basados en el bootstrapping para comprobar las hip & oacute;tesis propuestas.ResultadosLas experiencias est & eacute;ticas mejoran significativamente las experiencias de entretenimiento, educativas y escapistas. El entretenimiento y el escapismo afectan positivamente tanto al atractivo del destino como a la felicidad, lo que, a su vez, predice la intenci & oacute;n de comportamiento, mientras que la educaci & oacute;n, aunque influida positivamente por la est & eacute;tica, no tiene un impacto significativo en los resultados relacionados con el turismo. El an & aacute;lisis de mediaci & oacute;n confirma que el entretenimiento y el escapismo median los efectos indirectos de la est & eacute;tica sobre el atractivo del destino y la felicidad.Originalidad/valorEste estudio ampl & iacute;a la bibliograf & iacute;a sobre turismo y la econom & iacute;a de la experiencia al conceptualizar las semanas de la moda digital como experiencias inmersivas vinculadas a la ciudad, capaces de moldear las percepciones y los comportamientos de los turistas. Integramos dos marcos te & oacute;ricos para ofrecer una explicaci & oacute;n novedosa sobre c & oacute;mo los contenidos de moda mediados digitalmente influyen en la psicolog & iacute;a y el comportamiento de los turistas. Nuestros hallazgos ampl & iacute;an la literatura sobre la econom & iacute;a de la experiencia y el turismo al & aacute;mbito de los eventos virtuales de moda y ofrecen implicaciones estrat & eacute;gicas para las ciudades, las oficinas de turismo y las organizaciones de moda.

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