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Abstract
Everyone will agree on the fact that tourism benefits several industries and fashion is one of them. The economic benefits of fashion tourism is less studied in the tourism literature. This study aims to understand the motives, perception, satisfaction, and the loyalty of the tourists towards the purchase of ethnic wear in Jaipur. The study was conducted at Jaipur, the capital city of Rajasthan, India.Data was collected from 384 tourists, both foreign and domestic in the city of Jaipur. After screening total usable responses were 383. The result of the study has significant implication for fashion designers and destination marketing managers who are intent to develop a niche tourism market.