Promoting the character of the Maltese village as part of a sustainable tourism product : the case study of Gudja, Malta

Abstract

This research project sets out to explore all the aspects of the term 'Maltese village character' and the potential of Maltese villages of forming part of a sustainable tourism product. Unlike past reality, in the present Malta seeks to adopt sustainability along all the processes of tourism planning and practice in order to offer a diversified and distinct product able to attract the desired type of tourists (Tourism Policy 2012-2016). Maltese villages cores can offer the authentic cultural experience that tourists increasingly look for. The principal aims of the study were reached through adopting the village of Gudja as a case study. A qualitative, bottom-up approach was adopted, consisting of an observational study of the physical and human aspects of the village, followed by interviews with different members of the community. The findings expose the essence of Maltese village character through elements that are retraceable in other Maltese villages, but more importantly, those components that render Gudja unique in its own right. In addition, the results shed light on what is being done and what can be done with regards to promoting local villages successfully with tourists. The excellent cultural experience that can be offered by just one village leaves one only to imagine the huge potential of combining Gudja's offering with that of other villages. The study illustrates how, when implemented keeping sustainability in mind, this form of tourism will not only benefit the tourist, but the host community as iii well and help Malta achieve its sustainable tourism goals. However, although concepts and possibilities about the matter are presented, the study falls short of producing practical suggestions that can be immediately implemented. Thus, the research carried out could be further substantiated by the drawing of a tourism action plan.