https://www.um.edu.mt/library/oar/handle/123456789/53061 2026-06-16T10:30:42Z https://www.um.edu.mt/library/oar/handle/123456789/81319 Title: Innovative social media strategies to build brand equity : boutique hotels in Malta Abstract: Aim: This study sets out to identify the innovative social media strategies, if any, that are used by boutique hotels to build brand equity. Research Questions: The main research question of this study is: To what extent are boutique hotels using innovative social media strategies to build brand equity? Following this, this study is guided by three research sub-questions. Which innovative social media strategies are being adopted by boutique hotels in Malta? How is social media being used to build brand equity? What type of social media is being used as part of the innovative strategies? Methods Used: This study adopts a qualitative research methodology approach. Interviews were conducted with ten participants from five boutique hotels located in Senglea, Cospicua, Ta’ Xbiex, Gudja and Valletta. Participants were asked to provide a deeper understanding of innovation and how innovative social media strategies are being used to build brand equity. Main Findings: The results of this study show that participants widely regard social media as a key driver to build brand equity. The data collected shows that participants aim to sell their experiences on their social media platforms rather than focusing on generating direct revenue. In addition to this, six strategies being used by boutique hotels to build their brand were identified. This dissertation demonstrates how Facebook and Instagram are the main social media platforms being used by boutique hotels to reach and engage with their customers. Conclusion: The literature on social media draws various comparisons with the data collected from the interviews. Particularly, the positive correlation between social media and brand equity. Boutique hotels need to publish content on social media to guide customers during their buying process. When doing so, boutique hotels need to ensure that their content is innovative and different from their competitors in order to draw attention from their customers. Description: M.CREATIVITY&INNOVATION 2019-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/55155 Title: MUŻA and beyond : exploring innovation in Malta's museum sector Abstract: This dissertation investigates innovation at MUŻA, Malta’s national art museum, which opened its doors to the public in the capital city of Valletta in December 2018. By focusing on MUŻA’s business model, product or service offerings, and visitor experience, this study analyses the types of innovation the museum has already implemented or is planning to implement in the future. The starting point of this dissertation was MUŻA’s own mission statement which stipulates its aim to be a 'national-community art museum, the first of its kind'. The research question asks whether the business model, product or service offerings and visitor experience at MUŻA satisfy this innovation-driven aspect of its mission statement: MUŻA aims to be a 'national-community art museum, the first of its kind'. How is this aim reflected in innovation applied to the museum’s business model, product and user experience? Innovation at MUŻA was explored through the thematic analysis of data generated from fifteen semi-structured interviews with participants from both MUŻA and the broader museum sector in Malta. The findings showed that the community-focused vision driving MUŻA forward is significantly innovative when compared to the rest of the museum sector in the Malta, and this is evident in the museum’s business model, product or service offerings and visitor experience. While some shortcomings were noted in relation to the implementation of these different types of innovation, this could be a consequence of MUŻA having only been open to the public for around six months by the time this study was concluded. Description: M.CREATIVITY&INNOVATION 2019-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/55152 Title: An exploration of innovation strategies used by SME’s in Malta and their impact on organizational performance Abstract: Malta has a hyper competitive small island economy. 99% of operating firms, driving 98% of the economy are small to medium sized enterprises (SME’s). Innovation is crucial to ensure their competitiveness and viability. This study explores the types of innovation strategies which are implemented by Maltese SME’s and how these fulfil their economic goals. An integrated review is undertaken of existing literature on business innovation by Porter (1985), de Bono (1995) and Kim and Mauborgne (2005), to inform a mixed methods research approach into competitive and sur/petitive or blue ocean innovation strategies. The research questions address how Maltese SME’s innovate and whether and how this innovation impacts their organisational performance. A quantitative survey approach using correlation and regression analysis firstly measures size, features and associations of Malta’s innovation dynamic. Subsequently, this data informs a qualitative assessment of purposively selected exemplary cases of corporate innovation using semi structured interviews. The quantitative analysis indicated that sur/petitive and competitive innovation behaviours are significantly associated in real life business practice and both significantly and positively impact performance. This was corroborated by the qualitative results indicating that SME managers practice a hybrid of both innovation typologies. It is hoped that this study will engender researcher interest to further probe sector-specific innovation in the future. Description: M.CREATIVITY&INNOVATION 2019-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/55151 Title: Towards a guide for designing innovative human-centred transitional justice processes : lessons from Rwanda, Sierra Leonne and South Africa Abstract: The past century has been characterised by brutal cycles of violence, especially in the African continent. As a response, transitional justice mechanisms aiming to deliver justice in post conflict contexts have drastically changed in the way that issues of justice at a local level are addressed. However, the challenge of how to best design processes that deliver a sense of justice to the local communities remains, as current models treat local communities as passive agents in the process. This dissertation advocates for further cross fertilisation between the innovation and justice field by exploring how human-centred design processes could help transitional justice designers better understand the end user. A number of human-centred design frameworks were explored and a working framework was deduced from literature. The working framework was later tested against three transitional justice experiences, Rwanda’s Gacaca Courts, Sierra Leone’s Special Court and South Africa’s Truth and Reconciliation Commission. The framework was further refined during the discussion of the findings, shedding light on the importance of having non-linear cohesive design processes that focus on continuous deconstruction of the problem whilst designing the solution. This research highlights the need for further collaborations that should take place between the innovators and justice practitioners to ensure that justice instruments continue to truly deliver the justice that local communities need. Description: M.CREATIVITY&INNOVATION 2019-01-01T00:00:00Z