Fashion Practic for Tourism Development in Addis Ababa, Ethiopia
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Date
2022-07
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Addis Ababa University
Abstract
Addis Ababa is the hub of Ethiopian different society culture with their life style and its dwellers had world fashion trend exposures, which make the city fashion tourism industry development more fertile. Therefore, this study was conducted to investigate the role of fashion for Addis Ababa city fashion tourism industry development. Both probability and non-probability sampling methods were used to select 248 sample informants from the total 800 sample sizes of the study. Descriptive research design with mixed approach was implemented that used questionnaire, semi-structure interview and personal observation to collect data from seven study area population units. Primary data was collected from 240(didn’t collect from interview 2 and questioner 6 of the informant ) informants of the study that include: modern fashion designers, traditional weavers/designers, fashion event organizers, fashion retailers, fashion enterprise owners, visitors (customers) and concerned government offices. Both qualitative and quantitative data were collected and analyzed thematically and by using descriptive statistical methods of analysis. Thus, the study reveals the following major findings; Addis Ababa has long existed fashion tourism industry development resource potentials that include; local community weaving and wearing clothe style, city designers (both modern & traditional) fashion product reflects/represent local community customs and traditions which highly attract international visitors of the city. Because of that city fashion tourism product qualifies global fashion market high level quality demand. Fashion tourism benefits of Addis Ababa city different level dwellers for instance, from children up to adult that mainly engage women & youths, it also benefits local community social well-being and their global competitiveness. Fashion and tourism mutually benefit each other that contribute a lot fashion tourism industry sustainable development. Fashion tourism contributes city image building & branding that attract international tourist to the city. The serious challenges were AA city FT industry lacks government strategy and incentive mechanism, which result serious FT raw material import shortage, loose cooperation among stakeholders and below market demand quantity supply of FT product. AA city Culture, Art and Tourism (AACAT) bureau shall formulate particular FT strategy and lay incentive mechanism, which together solve FT investors’ bottle-neck and that support FT sustainable development. City FT stakeholders shall form association which strength their cooperation and significantly influence the government to address their issues. Although, stakeholders shall strive to produce reasonably enough quantity FT products that able to satisfy market demand of the city. To conclude, minimizing the challenges and maximizing city FT potential advantages in the global profitable market system will result AA city FT sustainable development. This ultimately benefits city FT actors, dwellers and the city entire development.
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Keywords
cultural/traditional-clothe, fashion, fashion tourism, modern-designers, traditionaldesigners/weavers, tourism, wearing-style.