https://www.um.edu.mt/library/oar/handle/123456789/38406 Mon, 06 Jul 2026 10:18:46 GMT 2026-07-06T10:18:46Z https://www.um.edu.mt/library/oar/handle/123456789/39797 Title: Exploring the influence of the creative environment on advertising creativity in the context of Maltese companies Abstract: The importance of fostering creativity, especially within the advertising sector, has increased manifolds for organizations that rely on the creative potential of their employees to get the competitive edge in the market. The aim of this empirical exploratory research study was to understand how Maltese firms with a strong creative advertising component and operating in creative industries can leverage the creative thinking abilities of their employees by fostering a positive work environment. The empirical exploration of creativity drivers and hinderers in the selected Maltese organizations suggested the management to adopt holistic view and ensure explicit alignment between organizational culture and objectives to promote the creativity. Furthermore, the research suggested that a correct understanding of creativity as the scientific term by the company management correlates with the greater levels of creativity in the advertising content. The researcher used the purposive sampling strategy to conduct the 15 semi–structured interviews with top and middle management personnel employed in different creative industries. Manual thematic analysis technique was used to present the key empirical insights. The discussion of key interview findings proposed that internal organizational factors put strong influence on the employees’ creative potential and overall organizational creativity, including the production of creative advertising. – Employees’ creative thinking abilities determine the advertising creativity and organizational effectiveness in creative industries. Considering the limitations of current research, more empirical research is required to confirm the proposed findings in the similar research settings. Description: M.CREATIVITY&INNOVATION Mon, 01 Jan 2018 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/39797 2018-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/39795 Title: Transfer passengers’ perception of service innovations at hub airports : Munich International, Seoul Incheon, and Singapore Changi Airport Abstract: Today’s hub airports face tough international competition for passengers who make a connection through an airport as these passengers have a great variety of alternate routes when selecting a connecting hub. In order to appeal to transfer passengers and influence their choice of hub airport, many hubs endeavour to differentiate themselves from the competition through the provision of innovative services within the airside, the area of an airport where transfer passengers spend their dwell times. Such innovative amenities include shopping malls, relaxation facilities, or leisure activities and are intended to satisfy transfer passengers’ needs in a better way than the competition and exceed their expectations of the airport product. This dissertation investigates whether hub airports can successfully attract transfer passengers by providing innovative commercial and leisure services. It further explores how transfer passengers perceive innovative services and how these services affect their airport experience while in transit. Three airports were chosen for investigation, namely, Munich International Airport, Seoul Incheon Airport, and Singapore Changi Airport. It was considered appropriate to select these hub airports as they rank among the best airports in the world and embark on a differentiation strategy through service innovations. A total of 12 respondents who have experience with using at least one of the mentioned airports were recruited. The data for this study was collected through qualitative interviews and a distinction between business and leisure transfer passengers was made in order to crystallise a certain tendency for both travel types. For each airport under investigation two business and two leisure travellers of both genders were selected so that an equal representation of both traveller types and genders could be obtained. The investigation arrived at the understanding that service innovations at hub airports can positively affect transfer passengers’ dwell time. In particular, leisure travellers can be very receptive towards the provision of innovative services. However, innovative leisure and commercial services are not always sufficient to accommodate and fully satisfy transfer passengers’ needs. The findings indicate that basic requirements for both leisure and business transfer passengers still comprise of conventional functions that are expected from an airport, such as efficient passport control or straightforward layout. The study outcomes further demonstrate that the provision of service innovations in hub airports has only a minor impact on transfer passengers’ next hub airport selection. Transfer passengers would still tend to base their future airport selection primarily on price or connecting time rather than on innovative commercial and leisure amenities. Description: M.CREATIVITY&INNOVATION Mon, 01 Jan 2018 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/39795 2018-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/39787 Title: A study on innovation in tourism in the post-lowcost carrier era : a focus on the hotel sector in Malta Abstract: Aim: This study sets out to identify innovation behaviour in hotels, and how this has changed, if at all, with the introduction of low-cost carriers. Research Questions: The main research question is as follows: How, and to what extent, has the introduction of low-cost carriers influenced innovation within the hotel sector in Malta? Sub-questions were formulated, serving as problem statements to help guide the research: What type of innovation behaviour can be identified in hotels in Malta? How has this changed, if at all, with the introduction of LCC? How has innovation in the hotel sector been influenced by policy making in the tourism industry? Methods Used: This study adopts a qualitative approach. The sample is composed of nine respondents from six different hotels and a policy making entity within the industry. Interviews were conducted with 5 respondents, while email questionnaires were used for 4 respondents. Two interview guides were prepared, aimed at hotel managers and policy makers within the tourism industry. Main Findings: Results show that innovation in hotels is mostly focused on the process, and occurs mainly in the high star rating of the sector. The advent of low-cost carriers in Malta has impacted innovation behaviour within hotels as it increased pressures on the sector through the influx of tourists to the islands. Therefore, hotels had to adapt to the shifts in the market generated by the implementation of low-cost carriers. Conclusions: Similar pressures and impacts of low-cost carriers were found in the literature. Low-cost carriers have spurred innovation in the hotel sector as they disrupted the average length of stay, brought more tourists, and motivated hotels to adopt similar pricing strategies. Description: M.CREATIVITY&INNOVATION Mon, 01 Jan 2018 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/39787 2018-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/39786 Title: The effect of competition amongst student organisations on the generation of innovative offerings and services : an explorative study Abstract: The relationship between innovation and competition has long been discussed, but very limited attention has been given to these two factors in relation to not-for-profit organisations. This research study explored the effect of competition on the innovative activity amongst not-forprofit student organisations at the University of Malta, with the aim of answering the following research questions: 1. How do student organisations generate innovative offerings? 2. To what extent do elements of competition drive student organisations to be more active in the generation of innovative offerings and services? The sample identified for this research study was selected by means of purposive sampling and was composed of the organisations that submitted a Room Allocation Report (RAR) to the University Students Council in 2017. The top two, middle two and bottom two organisations were forwarded an information letter in order to be recruited to participate. The data was collected through the means of twelve interviews, six observations and the analysis of the RARs of each participating organisation. Before the commencement of the data collection methods, this research study, together with the interview questions had to be accepted by the Research Ethics Committee. Following this, the data collected was analysed through the use of a thematic analysis were themes and similar findings were grouped and presented in a clear manner. Findings emerging from the study indicated the way the associations generate innovative offerings is through the informal use of a type of Innovation Process Model similar to that of Tidd and Bessant (2009). This model is composed of four phases that cover the steps from the generation of an idea to the implementation and evaluation of that same idea. When unfolding the elements of competition amongst these associations, the findings suggested that five factors encourage innovative activity. These factors are lack of resources, fear of substitute initiatives, competition towards the same goal, fear of being overpowered by others, and finally, internal competition. All but one of these factors fall within the forces of Porter’s Five Forces Model (1979). Through the methodology that was adopted during this study, the research questions were adequately addressed and answered fully. This study indicated that competition does in fact encourage innovative activity amongst student organisations in a number of ways. Description: M.CREATIVITY&INNOVATION Mon, 01 Jan 2018 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/39786 2018-01-01T00:00:00Z