Assessing the Economic Effects of the Dar Es Salaam International Trade Fair on the Success of Restaurant Businesses Along Kilwa Road

Abstract

This study investigated the economic effect of the Dar es Salaam International Trade Fair (DITF) on the success of restaurant businesses along Kilwa Road stretch within Dar es Salaam, Tanzania. It analyzed how restaurants in the area could earn income, draw customers, and advertise their enterprises, as well as retain them. The study incorporated both quantitative and qualitative methods in a mixed-method approach for a more comprehensive impact assessment on the event. Semi-structured interviews were also carried out with some selected restaurant staff members, and more structured surveys were conducted with a total of 47 owners and managers of restaurants. Furthermore, the customer responses were also captured for the duration of the DITF event to find out if any change in preference and satisfaction as related to their dining habits had occurred. Descriptive statistics showed that a large majority of players had reported an increase in customer traffic (greater than 70%) and income boost (more than 80%) during the DITF period. Nevertheless, these restaurants hardly engaged in any promotional campaigns of their own but relied heavily on food flows brought about by the event. Inferential analysis using ordinal logistic regression revealed that restaurant location, platform creation, customer traffic, and DITF-event impact were statistically significant contributors to revenue success. Those customer traffic (p < 0.01) also contributed the most, after platform opportunities and business location. Same thing with the DITF benefit at least in broad terms. Networking had failed, with several restaurants attesting not deriving much or any benefit from joint ventures during the event. Marketing of the establishments was equally bad as most restaurants had no specific promotional cut-out plans. The findings imply that although DITF provided great economic opportunities to the restaurants, these could only be seized through investments and active participation in marketing, location strategy, and networking with others. The study concludes by giving some pragmatic recommendations that are intended to consolidate any long-term economic impact that these events create for restaurant owners, policymakers, and event organizers. Among these include assistance for business networking, uplifting the environment, and developing training programs targeted specifically to the needs of SMEs in hospitality.