The development and exploration of a new tourism product : a Maltese cocktail tasting experience

Abstract

The study aims to explore a new tourism product: a Maltese Cocktail Tasting Experience (MCTE). Operating in the food tourism niche market, the MCTE aligns with the goals established by the Malta Tourism Authority (MTA) and supports the authority to enhance gastronomic experiences in Malta. This study focuses on evaluating the potential of the (MCTE) as a new food tourism product. The evaluation is based on the provision of an immersive and authentic experience influenced by the experience economy introduced by Pine and Gilmore (1998). The immersion and authenticity of the MCTE is attributed to and therefore analysed based on its composition, which consists of the selected location, the narrative, and the Maltese cocktails. This exploratory research applied a mixed approach including questionnaires, focus groups, and overt observation and was tested among two audiences; Maltese and non-Maltese. Findings state that the MCTE provided an immersive and authentic experience based on its components. Therefore, MCTE has the potential to provide food tourists in Malta with a meaningful experience.