Transforming intangible cultural heritage in destinations: A fashion communication perspective

Intangible cultural heritage (ICH) is a key attraction for the development of tourist destinations, but few studies have examined the popularization of ICH in destinations through the lens of fashion communication. This research pioneers the conceptualization of ICH fashion communication in tourist destinations. Using qualitative and quantitative methods, we identify and construct a theoretical framework of ICH fashion communication. Study 1 reveals that the fashion communication of ICH in tourist destinations follows a process framework of “fashion communication elements - fashion communication channels - fashion communication results,” involving six distinct constructs. Study 2 and Study 3 demonstrate that the fashion communication elements (fashion representation, fashion ontology, and fashion construction) significantly influence tourists’ fashion perception. Additionally, fashion communication channels (diffusion of exhibition spaces and participation of diverse groups) mediate the relationship between these elements and tourists’ fashion perception. This research enhances the theoretical understanding of ICH communication and marketing in tourism.