When Tourism and Fashion Cocreate: Narratives From Greece
ISBN: 978-1-80262-976-7, eISBN: 978-1-80262-975-0
Publication date: 14 December 2023
Abstract
Fashion is linked to destination branding as it constitutes an important aspect of cultural heritage. Fashion events and exhibitions enhance destination brand awareness and increase tourism demand. This chapter attempts to highlight the interdependence between fashion and destination branding focusing on how attributes are portrayed by inflight and fashion magazines. A comparative qualitative analysis of Blue (Aegean Airlines inflight magazine) and Vogue Greece is undertaken. This chapter provides insights to inform destination and fashion partners in Greece regarding their future campaigns and extend their collaboration at various levels.
Keywords
Citation
Vlassi, E., Deirmentzoglou, G.A., Agoraki, K.K. and Papatheodorou, A. (2023), "When Tourism and Fashion Cocreate: Narratives From Greece", Gravari-Barbas, M. and Sabatini, N. (Ed.) Fashion and Tourism (Tourism Social Science Series, Vol. 26), Emerald Publishing Limited, Leeds, pp. 93-106. https://doi.org/10.1108/S1571-504320230000026007
Publisher
:Emerald Publishing Limited
Copyright © 2024 Eirini Vlassi, Georgios A. Deirmentzoglou, Konstantina K. Agoraki and Andreas Papatheodorou. Published under exclusive licence by Emerald Publishing Limited