Fashion Shows as Creative Tourism Attractions: A Literature Review on Fashion Event Development in the Tourism Industry
Keywords:
Creative Tourism; Destination Branding; Fashion Event; Fashion Show; Tourism Industry.Abstract
Fashion shows are increasingly recognized as creative tourism attractions that combine cultural performance, visual aesthetics, destination branding, and creative economy development. However, academic discussion on fashion shows as structured tourism products remains limited, particularly in relation to how fashion events contribute to destination competitiveness and sustainable tourism development. This study aims to analyze fashion shows as creative tourism attractions through a literature review on the development of fashion events in the tourism industry. This research employed a qualitative literature review method by synthesizing eight selected articles published within the last ten years in reputable SINTA- and Scopus-indexed journals. The articles were selected based on their relevance to fashion events, creative tourism, event tourism, destination branding, creative economy, visitor experience, and sustainability. Data were analyzed using thematic content analysis to identify conceptual patterns and empirical findings. The results show that fashion shows have four main values in tourism development: attraction value, cultural value, economic value, and experiential value. Fashion events can promote local identity through textiles, design narratives, and cultural symbols; stimulate creative economy networks involving designers, artisans, MSMEs, tourism actors, media, and government; and strengthen destination visibility through digital promotion and social media. The findings also indicate that sustainable fashion event development requires community participation, ethical production, waste reduction, and long-term stakeholder collaboration. This study concludes that fashion shows should be developed as integrated creative tourism products rather than temporary ceremonial activities. Their success depends on cultural authenticity, creative performance quality, digital visibility, sustainable management, and strategic destination branding.
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