Does fashion week enhance city brand equity? The impact of fashion destination experience on e-WOM and revisit intention

Purpose - This study aims to investigate the impact of the fashion destination experience through fashion week on city brand equity, e-word of mouth and revisit intention. Design/methodology/approach - A survey was conducted targeting 301 tourists who had previously visited Paris during fashion week. AMOS was used to carry out structural equation modeling analyses. Findings - Fashion destination experience through the fashion week event positively affects city brand equity, e-WOM and intention to revisit the city. Perceived quality, one of the city brand equity's attributes, had no significant influence on the intention to revisit in the context of fashion destination experience. Originality/value - This study focuses on the role of fashion in the context of city brand equity and visitor behavior. The findings will help tourism managers understand the effect of fashion destination experiences during fashion week and develop city and tourism plans.