Exploring Traditional Coffee Ceremony and Branded Coffee Houses of Addis Ababa from Tourism Attraction Perspective
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Date
2019-06
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Addis Ababa University
Abstract
There is a story that can be told behind every cup of coffee that we drink starting from plucking
the red berry from the coffee plant by the diligent hands of Ethiopian farmers to preparing a tasty
cup of coffee. Ethiopia is known for her rich cultural ritualistic coffee ceremony. However, the
potential for coffee tourism development in Ethiopia remains largely untapped because of lack of
tourism attraction knowhow and a range of destination management issues. The aim of this study
is to explore the traditional coffee ceremony and branded coffee houses of Addis Ababa from
tourism attraction perspective by investigating tourist appealing cultural elements of traditional
coffee ceremony and contemporary coffeehouses with their peculiar features that ignite visitors’
motive to experience Ethiopian coffee culture. Exploratory sequential research design is used. The
survey sample consists of 200 coffee consuming tourists out of which 174 respondents are found
to be valid. Numerous cultural elements have been identified which will be used as a stepping
stone to develop the existing coffee culture as a tourism attraction. Data was also gathered
through in-depth and semi-structured interviews that are made with 16 participants for this
particular study. Data collection and analysis were simultaneously done in the case of qualitative
data. As a result of the findings of the study seven main themes were emerged through in-depth
interviews. These themes are authentic coffee culture, cultural diversity, contemporary coffee
house, glocalization, traditional coffee ceremony, social media and tourism attraction potential.
The outcome of the analysis indicates that Addis Ababa has a great potential of becoming coffee
culture destination. However, to get a wider global market position the thesis suggests a set of
recommendations. Engaging in digital technology promotion, coordination between various
stakeholders in coffee, following participatory approach and government support in order to scale
up traditional coffee selling corners of the city was mentioned.
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Coffee, Branded Houses, Addis Ababa, Ethiopia