Abstract:

Having been established for ten years, Shanghai Fashion Week is not merely a grand event for the city but also a dynamic exchange of knowledge, evolving into a cultural phenomenon with distinct humanistic features. In 2022, Shanghai Fashion Week successfully hosted its first Digital Shanghai Fashion Week, becoming a representative event in the field of virtual reality in China. This study employs a grounded theory qualitative research method, focusing on students who participated in the Digital Shanghai Fashion Week activities. It explores the impact of virtual reality technology on students' practical education. The study reveals that: (1) Digital Shanghai Fashion Week emerged from the context of human communication; (2) the Metaverse exhibition facilitates cross-semantic communication through media; (3) Digital Shanghai Fashion Week, propelled by Metaverse technology, significantly enhances students' perceived value, workplace experience, and practical skills.

Key words: Digital Shanghai Fashion Week, communication tourism, tourism education, tourism communication