Exploring the Possibilities of Omani Landscapes as Venues for International Fashion Events

Abstract

Purpose: The purpose of the study was to analyse the potential of promoting international fashion events in Oman and to analyse how the use of Omani landscapes as venues can encourage international fashion events. Design/methodology/approach: The study used a mixed-method approach to gather data. Interview with seven experts from the tourism and fashion background was conducted to get their views on the possibility of Oman’s Natural Landscape as an International Fashion venue. Additionally, an online survey was used to collect the data from the youth aged between 18 and 41, to get their perspective. The participants were generally students and academics related to fashion education. Non-probability purposive sampling technique was used in the study. Findings: The overall results show that although Oman’s unique landscape has the potential to host international fashion events, there is still a lack of knowledge on the economic significance of the fashion industry as a whole and international fashion events in particular. Additionally, it was found that there is a need for Government attention and planning to promote and develop interest in international fashion events. Research limitations/implications: This study proved that Oman can expand its target market for tourism through hosting international fashion events. Oman is promoted as a niche destination rich in culture and landscape and fashion-induced tourism could be Oman’s future trend. Social Implications: This study brought out the anticipated challenges and opportunities to support planning and bidding for international fashion events, and with proper research and planning it could be overcome but also leave a mark in standards of tourism and fashion. Originality / Value: Since this is a relatively new concept, this study would be the blueprint for different stakeholders who share an interest in showcasing the Sultanate as a fashion tourism destination. Keywords: Omani Landscapes, Fashion Tourism, Event Management, International Fashion Events, Tourism in Oman.