https://www.um.edu.mt/library/oar/handle/123456789/7412 Sun, 19 Apr 2026 04:13:26 GMT 2026-04-19T04:13:26Z https://www.um.edu.mt/library/oar/handle/123456789/19139 Title: Destination Gozo : myth or reality? : a service provider perspective Abstract: Gozo is the second largest island within the Maltese Archipelago. The island of Gozo is known for its traditions, natural beauty, green valleys and picturesque landscapes. Tourism is one of the major economic activities within Gozo and various national attempts have been implemented with the scope to make the island a distinct destination. Albeit the numerous initiatives, the achievement of such goal remains questionable. In order to investigate whether destination Gozo is a myth or a reality, two research questions have been proposed in this study which are (1) ‘does Gozo have the potential to be a distinct destination from Malta?‘ and (2) ‘does Gozo have the potential to survive as a competitive distinct destination in the Mediterranean?’ The research was conducted with sixteen interviewees who represented five different private and parastatal sectors within the Gozitan tourism industry: (1) transportation, (2) restaurants and catering, (3) accommodation, (4) sports-activities-diving and (5) other service providers. An inductive qualitative research approach was applied whereby one-to-one in-depth interviews were identified as the appropriate research medium. The research outcome revealed seven findings which suggested that (1) the distinctiveness of Gozo is reflected in the island’s charm, natural environment, heritage, idyllic ambience and the hospitality of the local people, (2) for Gozo to be a distinct destination it necessitates more tourism promotion, more targeted projects and more infrastructural investment, (3) day trippers do not generate enough tourism demand to sustain Gozo as a distinct tourist destination, (4) Gozo is still dependent on Malta for tourist arrivals, (5) accessibility to the island of Gozo portrays an element of inconveniency, (6) the price competitiveness of Gozo is determined by low rent and employment costs but hindered by the inability to exploit economies of scale and (7) to a certain degree Gozo has the potential to be a distinct destination from Malta and the Mediterranean. A total of twelve conclusions have been presented in this study, whereby it was indicated that (1) there is a misconception about the use of the term ‘distinct’, (2) a destination does not survive by its aesthetics alone, (3) Gozo is unable to attract enough tourism volumes to sustain its tourism industry, (4) lack of profits is limiting the potential of the destination of Gozo, (5) Gozo benefits from the destination of Malta, (6) Gozo’s accessibility is not designed for a distinct destination, (7) inconsistency exists between national tourism authorities’ intentions and actual efforts, (8) Gozo is hindered by secondary tourism development priorities, (9) there is a lack of focus and leadership between the MTA, the GTA and the Ministry for Gozo, (10) Gozo does not have the resources to compete with the destination of Malta or other destinations in the Mediterranean, (11) destination distinctiveness is Gozo’s real potential and (12) Gozo is a destination for specialised niche tourism markets. This study recommends that (1) national tourism authorities need to decide whether Gozo is to be a separate destination or a diverse yet complimentary destination from Malta, (2) the development of Gozo needs to be directed under one master plan and not based upon multiple fragmented proposals, (3) it is important that Gozo is given adequate tourism promotional exposure and marketing attention, (4) the competitive advantages of the destination of Gozo need to be defined and highlighted, (5) accessibility to the island of Gozo needs to be improved, facilitated and ameliorated, (6) the local private sector needs to be incentivised and given assistance and (7) national tourism authorities need to emphasise the establishment of new and existing niche tourism markets for the destination of Gozo. Finally, this study recommends that the destination of Gozo should not be a separate destination from Malta and neither a sole destination in the Mediterranean. Instead, the research suggested that Malta and Gozo should be treated as complementary islands whilst each destination maintains its individual distinctiveness. Description: M.A.TOURISM Tue, 01 Jan 2013 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/19139 2013-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/9183 Title: MICE destination success factors and image attributes : identifying the success factors and image attributes of MICE destinations : in the country brand and destination image formation context Abstract: There is still little research undertaken to explore and explain aspects of the MICE industry (Meetings, Incentive, Conferences, Events and Exhibition), as one of the main types in tourism and potentially the most lucrative asset for destinations and countries. There is hardly any research that looks into the factors and image attributes that make a destination suitable and successful within the MICE industry. In the discussion of country and destination branding and examination of destination image formation in particular, MICE tourism is mostly understudied. Therefore the research set out to identify the success factors and image attributes of MICE destinations; put into direct context with country brand and destination image formation concepts. In particular, is the MICE destination image is examined in with relation to the different country brand elements and the distinction between organic and induced images. The destination selection and decision- making process are taken into account, looking into the key factors and attributes of a MICE destination. Based on the current industry reports and FutureBrand's CBI (Country Brand Index), the competitive set of MICE destinations is explored with relation to overall country brand and image. The findings of an online survey among international MICE organizers and planners showed that the functionality of a destination with relation to accessibility, accommodation and meeting facilities is highly important for MICE destinations and basic criteria, especially for meetings and conferences. The unique attributes of a destination are the basis for competitive advantage. Country brand strength also appears as an important foundation for a successful MICE destination, particularly in terms of political and economic stability as well as general attractiveness and capability as a tourism destination. The so-called 'personal factor' in the image held and decisionmaking by MICE organizers and planners, was found to exert high influence on destination selection. In particular previous experience and visitation plays a major role iv in the destinations selection, as well as in the image held about a destination in terms of MICE. This finding reflects on the known pattern of mostly regional MICE travel. It could be concluded that the MICE industry and competitive set of MICE destinations is mostly rigid and based on long- established countries with a strong overall brand. Therefore success within the MICE industry is related to the underlying brand strength and image as well as meeting the functionality requirements and offering a unique appeal. This means that it is extremely difficult for a country to establish itself in the MICE market when it is lacking the strong support of the underlying country brand. This also poses a possible threat to countries with declining country brand strength, which may lose their foothold in the market. Description: M.A.TOURISM Tue, 01 Jan 2013 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/9183 2013-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/9180 Title: Identifying and developing a core village into a tourist destination : the case of Żejtun Abstract: It is well known that tourism is very important to Malta. It is also known that this form of tourism is now changing into a more cultural experience. Yet it is still somewhat focused on the coastal belt of the islands, with many of the inland localities getting little or no attention with regards to tourism. In this dissertation, it is argued that if one looks at the socio-cultural setting of an inland locality, one may find interesting attractions that can provide a tourism product that offers an alternative to mass tourism. This may also provide new opportunities to the locality itself. This research identified Żejtun as a locality which has usually been left out of tourism plans, but having a number of potential attractions. These, and the opinions of the local community and its leaders were sought, to discover whether it is feasible to promote Żejtun as a cultural tourism destination. It resulted that Żejtun has the potential to offer a good cultural product. Tourism can actually rejuvenate Żejtun; it would be useful and locals seem open to the idea. Furthermore, this form of tourism is not mainstream and thus the number of visitors will not distabilise the actual state of the town. The dissertation thus concludes with a number of suggestions for building a destination from scratch based on local village culture, mainly because it can revitalise Żejtun, offer a cultural alternative, and be part of the future of the Maltese tourism industry. Description: M.A.TOURISM Tue, 01 Jan 2013 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/9180 2013-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/9171 Title: The potential of yacht racing as niche tourism : a case study of the Rolex middle sea race 2012 Abstract: Yacht racing is one of the most exhilarating sports and the Rolex Middle Sea Race is one of the most unforgettable race courses on earth, starting and ending on the island of Malta. It is therefore inevitable that this topic should enhance Malta's tourism product. Identifying how the development and growth potential of the yacht race could assist Malta's niche tourism market is therefore the chosen subject of this study. The research aimed to investigate how the Rolex Middle Sea Race, as one of the top three offshore races worldwide, contributes towards developing a stronger yachting tourism product. The objectives of this research explore the role of the Rolex Middle Sea Race as an integral part of the sports events calendar and how such attributes can assist in strengthening Malta's niche tourism market. Evaluating the challenges the event faces in relation to the yachting industry and how they can be improved towards creating potential opportunities was an essential focus of this research. The case study chosen, the Rolex Middle Sea Yacht Race 2012, is specific and industry focused and a fundamental component of Malta's yachting and sports event tourism product. A qualitative research approach, towards an inductive and exploratory style suited the chosen method. Purposeful interviewing for sampling the data gathered was essential as specific data on the subject would become pivotal towards collecting the detailed and in depth knowledge needed for the successful outcome of this case study. The interviews were an essential contribution towards several key findings on the subject, highlighting the issues pertaining to a lack of awareness on the benefits of the industry. These included for example i) a general lack of statistical data making it impossible to measure accurately the statistical nature of the event from both an economic and social value. ii) The difficulty with berthing affecting not only the event but prospective business opportunities, such as Malta as an over wintering destination for yachts. The study highlights that the event creates very few negative impacts and attracts quality niche markets like the Russian and MICE tourism business. The ability, through the awareness of the yacht race, to revive the island's maritime III culture and traditions proves a very sustainable and sound way forward for Malta's tourism and as an essential part of the Mediterranean region. The study contributes important lessons learnt on this new subject of yachting events as a valuable tourism product and therefore essential towards the success of event management theory in global tourism. Description: M.A.TOURISM Tue, 01 Jan 2013 00:00:00 GMT https://www.um.edu.mt/library/oar/handle/123456789/9171 2013-01-01T00:00:00Z