Role of wedding value chain actors in the growth of micro, small, and medium enterprises in Tanzania’s creative industry

Abstract

There is a limited understanding of the role of the wedding value chain actors in the growth of micro, small, and medium enterprises (MSMEs) in Tanzania. The wedding industry in Tanzania has evolved into a multifaceted economic ecosystem that supports a wide range of enterprises, including event planners, catering services, décor providers, garment makers, photographers, cosmetologists, and transport operators. This study examines the role of the wedding value chain in fostering the growth of businesses in Tanzania by analyzing the linkages, opportunities, and constraints that shape enterprise performance. The main research question is “How do wedding value chain actors contribute to the growth of micro, small, and medium enterprises (MSMEs) in Tanzania’s creative industries?" Using a qualitative-descriptive research design supported by value chain and enterprise development theories, this study draws on insights from wedding service providers, industry associations, and related stakeholders across major urban centers. This study adopted a mixed methodology using qualitative and quantitative research designs. The target population for this study comprised Micro, Small, and Medium Enterprises (MSMEs) operating within the wedding value chain in Tanzania. This study involved a total of 120 respondents, who were initially purposively selected and subsequently randomly selected from over 5,000 MSMEs across Tanzania. Data collection was carried out through structured questionnaires, semi-structured interviews, and document analysis. For quantitative analysis, descriptive and inferential statistics, including correlation and regression, were used to explore relationships between MSMEs providing services. Regression analysis, in particular, helped to estimate the degree of influence MSMEs have on business outcomes. Qualitative data from interviews are analysed through thematic content analysis, following a well-established six-phase framework. The findings reveal that the wedding value chain stimulates business growth through increased market demand, diversification opportunities, skills development, and inter-firm collaboration. However, enterprises face challenges such as limited access to capital, inconsistent client flows, inadequate professional standards, and weak regulatory coordination. This study concludes that strengthening the wedding value chain offers significant potential for enhancing businesses' competitiveness and expanding employment opportunities. It recommends targeted capacity-building, improved financing mechanisms, and formalization of strategies to unlock the full economic value of the sector.