Tourism and shopping are interdependent, and the influence of fashion purchasing on travel decision and tourist destination merits consideration. The concept of cognitive and hedonic involvement allows us to relate consumer perceived importance of fashion and tourism services. This paper develops a model to predict trip length that considers cognitive and affective involvement, shopping motivations (service quality, quality of the products within the store, and shopping enjoyment), and traditional factors as demographics (age, gender and shopping enjoyment). Data collected from a sample of 370 tourists highlights some interesting conclusions for destination managers and other tourism decision-makers since fashion involvement, shopping enjoyment, service quality, cognitive involvement in destination selection, age and income significantly predict trip length.