Geojournal of Tourism and Geosites | 2026
Authors: Cunha M.N.; Figueiredo J.; Oliveira I.; Cardoso A.; Pereira M.
DOI: 10.30892/gtg.65216-1721
Journal: Geojournal of Tourism and Geosites
Year: 2026
Publisher: Editura Universitatii din Oradea
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
His investigation explores the transformative role of visual communication in fashion tourism, specifically its influence on consumer behaviour at iconic destinations. As luxury travel markets evolve, this study aims to examine how digital imagery, strategic branding, and visual storytelling affect perceptions, emotional engagement, and travel decisions among fashion-motivated tourists. The investigation adopts a quantitative research design, utilizing an online questionnaire distributed between July 2023 and November 2024. A sample of 2,048 participants, frequent travelers to iconic fashion destinations, was surveyed using a 7-point Likert scale. Statistical analyses, including correlation, regression, ANOVA, and time-series analysis, were conducted to test six hypotheses related to visual communication's impact on tourism behavior. The results of this investigation demonstrate that high-quality visual content significantly enhances consumer engagement, accounting for 60% of the variance. Digital branding and Gigurery were found to strengthen emotional ties to destinations and elevate their desirability. A clear positive correlation emerged between frequent exposure to fashion visuals and the intent to visit. Moreover, the use of advanced visual communication techniques was shown to increase tourism interest and visitation rates. Iconic events such as Paris and Milan Fashion Weeks, through compelling visual storytelling, were found to boost the global imagery and economic benefits of host cities. Overall, the investigation underscores the strategic importance of visual communication in maintaining the appeal and competitiveness of fashion-focused destinations in the global tourism arena. © 2026 by the authors.
consumer behavior; fashion tourism; iconic destinations; luxury travel; visual communication