Fashion as a Means of Promoting Destinations

Kreativnost i zabava za jedne, a posao i izvor zarade za druge. Kao takva, modna industrija postala je zanimljiva i znanstvenim krugovima iz područja komunikacija i odnosa s javnošću. Moda je putem masovnih medija postala dostupna svima, a slavne osobe iz svijeta mode (poput dizajnera, blogera i influencera) često je kombiniraju s poslovnim putovanjima. Zahvaljujući modi poznate destinacije postaju još atraktivnije, a one manje poznate postaju izloženije očima šire javnosti. Stoga, u ulozi destinacijskog brendiranja koja se odvija svjesno ili nesvjesno, sve češće vidimo poznate osobe iz modne industrije. Koristeći se informacijama iz postojećih istraživanja i teorijskim postavkama iz područja odnosa s javnošću i modne industrije, ovaj rad nastojat će utvrditi kako modna može služiti kao sredstvo promocije destinacija.Creativity and fun for some, and work and a source of income for others. As such, the fashion industry has also become interesting to scientific circles in the field of communications and public relations. Fashion has become accessible to everyone through the mass media, and celebrities from the fashion world (such as designers, bloggers, and influencers) often combine it with business travel. Thanks to fashion, famous destinations become even more attractive, and the lesser-known ones become more exposed to the eyes of the general public. Therefore, in the role of destination branding that happens consciously or unconsciously, we increasingly see celebrities from the fashion industry. Using information from existing research and theoretical assumptions from the field of public relations and the fashion industry, this paper will seek to determine how fashion can serve as a means of promoting destinations