An Investigation of the Impact of Fashion Tourism on Destination Image and Tourist Intentions: The Case of Samarkand, Uzbekistan
Abstract
This article explores the development of fashion tourism in Uzbekistan, focusing on how cultural heritage and modern exhibition complexes, such as Silk Road Samarkand, influence destination image and how young travelers perceive fashion and cultural events. Fashion tourism combines creative industries with cultural heritage and can attract visitors, support local businesses, and create employment opportunities. The study examines how modern exhibition facilities, cultural heritage, and fashion events may motivate young travelers in Samarkand to participate in fashion tourism. A quantitative questionnaire survey is planned with 150 undergraduate students studying Tourism and Hospitality at Silk Road University. The draft survey findings suggest that cultural exploration, fashion exhibitions, modern facilities, traditional textile heritage, and international fashion events may contribute to the attractiveness of Samarkand as a fashion tourism destination. The reported percentages require verification against the completed questionnaire dataset.
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References
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